This issue of marketing history starts with a rabbit. In the 1990s, there was a pink Bunny rabbit that frequently appeared in advertisements. It had amazing endurance after being installed with a battery. In mountain climbing, running, and drumming competitions, it far outperformed rabbits equipped with off-brand batteries, even though the opponent kept cheating by changing rabbits.

When you see this rabbit, do you feel very friendly? This little rabbit, who debuted in a TV commercial, lived up to his mission and successfully conveyed the power durability of Duracell batteries, leaving a very deep impression on people.

But in the battery industry, there is not only such a rabbit. The Energizer Battery's cool-looking pink stuffed rabbit wearing sunglasses and beach shoes is also eye-catching.

Energizer vs. Duracell, both of which provide battery power for many small toys and gadgets. Energizer has had its own market since 1800, and Duracell is catching up. Accompanied by two non-stop rabbits, the competition between the two families continues.

Supply battery power for toys

Energizer, headquartered in Missouri, USA, is independent from Eveready, the first commercial dry cell battery manufacturer in the United States. products. In 1896, Energizer invented the world's first battery. In the U.S. consumer battery market alone, Energizer batteries sell nearly 3.5 million batteries every day.

Duracell was born in 1920. It was co-founded by a bold and smart young scientist, Samuel Ruben, and another young and wealthy tungsten wire manufacturer, Philip Rogers Mallory.

At first, the U.S. battery market was dominated by Yongbei’s carbon-core batteries. In 1959, Yongbei Company took the lead in launching alkaline batteries. But management greedily hopes that this new product can remain under the category of batteries, so that it can make full use of its leading advantage in the battery field and continue to dominate the category of batteries.

So Yongbei adopted an extended name, "Yongbei Alkaline Battery". The result is very regrettable. The management's wishes were not realized, but Duracell gained the opportunity to occupy the first place. Duracell has given consumers a category of ideological enlightenment. There are two categories of batteries—cheap carbon core batteries and more durable alkaline batteries.

Yongbei uses carbon core batteries, while our alkaline batteries have 2 times the power. Duracell took the lead and occupied the first position in the category in the minds of consumers. Everprey finally realized the folly of trying to kill a new category and launched its own alkaline battery brand, Energizer.

Energizer Product History

The image of Duracell’s silly Bunny Rabbit has been deeply rooted in the hearts of the people, and the advertising form similar to the bunny has also received a positive response. However, over the past decade or so, the overly similar techniques have gradually shown signs of "aesthetic fatigue" among the audience.

Energizer then invested a huge advertising budget and launched a frontal attack, forcing Duracell to launch a new round of advertising. In addition to retaining the original product appeal of "high quality, long-lasting endurance", it also quoted consumers' statements about their feelings about using Duracell to prove that it is the best.

This approach, which seems very common today, received strong response from the consumer market in the early 1990s. Duracell temporarily consolidated its lead, but competition with Energizer continued unabated.

Duracell chose to inject fresh elements into its advertising. A group of dolls named "Puttermans" became the brand spokesperson of Duracell. This was also the first time in the history of American advertising to use batteries. A family of powered dolls. On the screen, the "Pittman family" went to visit their grandmother, Mrs. Pittman. Mrs. Pittman's modern dance performance was no less than that of young people, which stunned the whole family.

The old lady’s source of vitality is Duracell batteries. This series of scene-based advertisements completely conquered the audience. Duracell struck while the iron was hot again and sold "Pittman Family" doll packs online and in supermarkets, which greatly increased Duracell's sales.

Although Energizer tried its best to seize Duracell's "durable" concept, and even copied Duracell's little rabbit, it was still unable to shake Duracell's status. This once again proves the importance of seizing the opportunity to become number one in the fierce business war.

Whose rabbit copied whom?

It is obviously not a coincidence that both parties chose rabbits as their spokespersons. Duracell has been running its bunny commercials on TV for a long time since 1975: The commercial shows a set of electric rabbit toys that are beating drums. Most of the rabbits gradually slow down and finally stop, but only the rabbits with Duracell are installed. The battery rabbit continues to knock.

Later, Duracell dropped the bunny ad in the United States. In the next five years, Energizer continued to use Duracell's creativity, and the advertising company TBWA Chiat/Day created a new Energizer Bunny image. The new ad leverages Duracell's original bunny race with a more exaggerated approach to show how durable Energizer batteries are.

The beginning of the screen is also an electric rabbit competition, accompanied by the announcer's voice, "Some advertisements say that the rabbit of a certain battery company will win in the end. Don't be fooled.", a super dressed up rabbit. The cool electric bunny (wearing sunglasses, beach shoes, and the Energizer battery logo on the snare) comes on the stage playing a big drum, and the sound of the drum gets closer and closer.

The host's voice continued: "The fact is that Energizer Battery was not invited to participate in the finals at all. Because no one can compare to Energizer Bunny, because it keeps walking and walking." In a blink of an eye, The mallet-wielding Energizer bunny walked onto the screen and pattered into the studio. At this time, I heard the director shouting: "Block that rabbit!"

But the rabbit couldn't be stopped at all. It strode through a scene where a coffee commercial was being filmed, and then passed through a drug for treating sinusitis. Advertisement, then came to a wine commercial, which made the actor stunned and knocked over all the props. At this time, I could only hear the narration saying: "Nothing lasts longer than the Energizer battery. It will make the rabbit walk and walk, always walking."

The newly launched Energizer Bunny image is more The Duracell bunny is more distinctive and dynamic. Since the competitor Duracell Bunny is broadcast in Europe, Energizer Bunny is only limited to the United States. Although some people still can't tell the difference between the two battery rabbits, the Energizer Bunny launches new ads twice a year on average, making this drum-beating rabbit almost synonymous with Energizer batteries.

In 2004, Lidai Company spent another US$68 million to shoot three new commercials. The Energizer Bunny embodied spiritual power and encouraged people to never give up. The new advertising campaign transforms the original more rational and entertaining appeal into an inspiring one, develops the meaning of "always on the move" and elevates the brand to a new level of "persistence and desire".

After entering China, probably in order to avoid direct competition with Duracell, Energizer batteries changed into Energizer Kid’s new clothes. Although the spokesperson has been changed, the inexhaustible energy still persists.

Supplement:

The two pink rabbits endorsed by Energizer and Duracell fought from the screen to the court. Energizer sued Duracell for infringement by using rabbits for publicity in Citigroup. Duracell tried to dismiss the lawsuit, but failed. Yingying doesn't know which battery is more powerful, but Energizer lawyers are really superior, because the Duracell rabbit was born 16 years before the Energizer rabbit, and Duracell has Buffett as a backer, so Duracell is forced to defend in court , Energizer can be considered a winner for the time being.

The story goes that in the 1970s, Duracell first established the image of the pink rabbit, sold advertisements, and became very popular in Citigroup. However, it later gave up on the rabbit, and the strength was lost. Add multiple drums and black super to this rabbit. Until 1992, the two companies reached an agreement that Duracell could only retain the rights to use rabbits in Europe. Later, Duracell products with the rabbit trademark were exported from Europe to Citigroup, and the two rabbits wanted to go to court. Duracell said that he could not prevent exporters from ordering transactions, but Energizer meant that those exporters were directly or indirectly controlled by Duracell.

Energizer went to court, but Duracell could not reject it. Even the two rabbits continued to run in the court, and a judge pointed out that Energizer would have a chance if it could prove that Duracell had a close relationship with the exporter. After running out, it seems that Buffett has a headache this time. Yingying really wants to see who wins at the end of this marathon!