Do you feel very kind to see this rabbit? This rabbit, who debuted in a TV advertisement, lived up to its mission and successfully conveyed the endurance of Duracell, leaving a very deep impression on people.
But in the battery industry, this rabbit is not the only one. This cool pink plush rabbit is also eye-catching with sunglasses and sandals.
Energetic vs Duracell, both of which provide battery power for many small toys and gadgets. High-energy has its own market since 1800, and Duracell came from behind. With two rabbits running constantly, the competition between the two families has been going on.
Provide battery power for toys
Headquartered in Missouri, USA, Energizer is an independent product of Eveready, the first commercial dry battery manufacturer in the United States. 1896, Jinliang invented the world's first battery. In the American civilian battery market alone, the daily sales volume of Energizer batteries is close to 3.5 million.
Duracell was born in 1920. It was founded by Samuel Reuben, a brave and clever young scientist, and Philip Rogers Mallory, another young and rich tungsten wire manufacturer.
At first, the American battery market was dominated by permanent carbon-core batteries. 1959, Yongbei Company took the lead in introducing alkaline batteries. However, the management greedily hopes that this new product can stay under the category of batteries, so as to make full use of its leading edge in the field of batteries and continue to dominate the category of batteries.
Therefore, Yongbei adopted an extended name, "Yongbei alkaline battery". Unfortunately, the management's wish didn't come true, but the duracell grabbed the lead. Duracell gives consumers an enlightened category. There are two types of batteries-cheap carbon-core batteries and more durable alkaline batteries.
Forever is a carbon-core battery, and our alkaline battery has twice the power. Duracell took the lead and occupied the first position of category in consumers' minds. Yongbei finally realized the stupidity of killing new categories and launched its own alkaline battery brand "Strength".
History of high-energy products
Tutu's silly image has been deeply rooted in people's hearts, and the advertising form similar to Tutu has also received positive response. However, over the past decade or so, too similar techniques have gradually caused the audience to show signs of "aesthetic fatigue."
Energetic then invested a huge advertising budget and launched a positive impact, forcing Duracell to launch a new round of advertising. In addition to retaining the original product appeal of "high quality and lasting battery life", I also quoted the feeling of consumers using Duracell to prove that I am the best.
This way, which seems very common today, was strongly echoed by the consumer market in the early 1990s. Duracell temporarily stabilized its leading position, but its competition with Jinjin intensified.
Duracell chose to inject fresh elements into the advertisement, and a group of dolls named "Puttermans" became the brand spokesperson of Duracell, which was also the first doll family powered by batteries in American advertising history. On the screen, the Bietmann family went to visit their grandmother, Mrs Bietmann. Mrs. Bietmann's modern dance is no less than that of young people, which makes the whole family stunned.
The energy source of the old lady is the duracell battery. This series of scene advertisements completely conquered the audience. Duracell also struck while the iron was hot, and sold the "Peterman Family" doll combination on the Internet and supermarkets, which * * increased the sales of Duracell.
Although the high-energy battery tried to grasp the durable concept of Duracell, even the rabbit of Duracell copied like a gourd painting gourd ladle, but it still could not shake the status of Duracell. This once again proves the importance of seizing the initiative in the fierce commercial war.
Whose rabbit copied who?
It is obviously no coincidence that both sides choose rabbits as spokespersons. Duracell began to broadcast its rabbit advertisement on TV for a long time from 1975. The advertisement is a set of electric rabbit toys beating gongs and drums. Most rabbits gradually slowed down and finally stopped, but only rabbits with duracell batteries continued to knock.
Later, Duracell gave up the rabbit advertisement in America. In the next five years, Energizer continued to use the idea of Duracell, and the advertising company TBWA Chiat/Day created a brand-new image of Energizer Rabbit. The new advertisement takes advantage of Duracell's original rabbit competition and shows the durability of the battery in a more exaggerated way.
The picture at the beginning is also an electric rabbit competition, accompanied by the voice of the announcer, "There is an advertisement saying that a battery rabbit won in the end, so don't be confused." An electric rabbit dressed super cool (wearing sunglasses and sandals, with a strong battery logo printed on the small drum) is banging on the big drum, and the drum sound is getting closer and closer.
The voice of the host continued: "The fact is that Energetic Battery was not invited to the finals at all. Because no one can compare with the rabbit, because it keeps walking and walking. " In a blink of an eye, this powerful rabbit waving a wooden stick walked into the screen and then walked into the studio one by one. Then I heard the director shout, "Stop that rabbit!"
But the rabbit couldn't stop it. It strode through a scene where a coffee advertisement was being filmed, then through a drug advertisement for treating sinusitis, and then to an alcohol advertisement, which stunned the actors and knocked over all the props. At this moment, I heard the commentator say, "Nothing lasts longer than a powerful battery. It will make the rabbit walk and keep walking. "
The new image of the rabbit is more vivid and energetic than the rabbit of Duracell. Because the competitor Duracell Rabbit is released in Europe, the vitality rabbit is only released in the United States. Although there are still people who don't know the difference between these two batteries, the rabbit who puts in new advertisements twice a year on average makes this rabbit who can only play drums almost synonymous with batteries.
In 2004, Li Daiai Company spent $68 million to shoot three new commercial films, encouraging people to never give up. The new advertising campaign transforms the original rational and entertaining needs into inspiring needs, develops the meaning of "always walking" and promotes the brand to a new height of "persistence and desire".
After entering China, probably in order to avoid direct competition with Duracell, the high-energy battery was replaced with the new clothes of the high-energy boy. Although the spokesperson has changed, the inexhaustible power continues.
Supplement:
Jin Liang and Duracell, two pink rabbits, were sued by the screen. Strongly accused Duracell of using rabbits for publicity at Citigroup, Duracell tried to dismiss the lawsuit, but failed. I don't know which battery is more powerful, but lawyer Jin Li is really more powerful, because the Duracell rabbit was born earlier than the Duracell rabbit 16 years ago, and Duracell has Buffett as the background, so Duracell was forced to defend in court, and Jin Li won a rabbit nose for the time being.
In the1970s, Duracell first established the image of a pink rabbit and advertised it, which was very popular with Citigroup. However, after that, it gave up the rabbit and people abandoned me to take it in. Also added a number of drums and black super to the rabbit. Until 1992, the two companies agreed that Duracell could only keep the right to use rabbits in Europe. Later, Duracell's products with rabbit trademark were exported from Europe to Citigroup, and the two rabbits had to go to court. Duracell said that he can't stop exporters from trading, but strength means that those exporters are directly or indirectly controlled by Duracell.
Energizer went to court, but Duracell couldn't refute it, that is, two rabbits continued to run in court. A judge said that if it was proved that Duracell had a close relationship with the exporter, Energizer would have a chance to run out. It seems that Buffett has a headache this time. Yingying really wants to see who won the marathon!