Duracell is flipping the script on battery advertising this holiday season with the launch of the “Duracell Scientist,” a character designed to embody the brand’s core attributes: power, intelligence, and the idea of being “Built Different.” In collaboration with VaynerMedia, this campaign aims to educate consumers about Duracell’s unique Power Boost formula while injecting some powerful fun into a low-engagement category.
Why a Scientist?
The “Duracell Scientist” was born from the realization that consumers often overlook the science behind batteries. We needed a spokesperson who could connect with people on this level—someone who’s powerful and relatable. This character not only demonstrates our commitment to quality but also brings a sense of humor to a dry subject. He’s a ripped man of science and he’s here to make sure you don’t make poor battery choices.
Goals that Matter
This campaign isn’t just about having fun; it’s about making a statement. Our main objectives are:
- Show consumers that not all batteries are created equal.
- Highlight the difference of choosing Duracell with its exclusive Power Boost ingredients.
A Full-Throttle Approach
We rolled out a comprehensive 360-degree campaign, using TV, social media, live events, and audio platforms. The Duracell Scientist will be making appearances at major events like Formula One races and Inter Miami games, making him a familiar face in exciting settings. Luckily his face is one you’ll want to see.
Future Forward
Looking ahead, we envision the Duracell Scientist as a long-term spokesperson. With plenty of stories to tell—like helping families during storm preparations or educating kids about battery safety—he’ll continue to engage audiences in creative ways. Wherever someone is about to make a poor battery choice he’ll be there, ready to help, educate and lift anything that might be getting in your way.
Key Takeaways
One major lesson from this campaign? Casting is crucial. Finding the right spokesperson and allowing for improvisation leads to amazing unscripted authentic content that resonates. Plus, it’s vital to break away from the typical advertising mold to truly connect with consumers. If you don’t find it entertaining chances are the audience won’t either.
Conclusion
In the end, the ‘Duracell Scientist’ does more than just power up the product — he powers up the way consumers think about batteries altogether. By combining education with entertainment, we’ve created a campaign that goes beyond standard advertising. It’s about helping people make smarter choices, showing why Duracell is worth choosing, and making it memorable. The Duracell Scientist isn’t just selling batteries; he’s leading a movement in how we see everyday essentials. This holiday season, he’s here to remind us that even a battery can have a story worth sharing.
Check out what some of our friends at Ad Age think here!
Read more about the full campaign here.
