A campaign with extra life and extra power

Phase 1: Northeast Winter Campaign

The client needed a winter campaign for their American Northeast region. The insight was simple: a predicted bad winter, and most people already own, or know they should own, an emergency kit, but almost nobody checks the batteries. And when you finally need to rely on that emergency, there's nothing worse than flipping the switch and realizing you have no batteries. I built a winter campaign around that gap, positioning Duracell's newest battery, Optimum, as the fix. That meant a campaign spanning in-store displays and activations, print collateral, and digital placements across retailer websites, all pointing at the same idea: upgrade and keep a pack in hand before the emergency, not during it.

To my surprise, Duracell loved the campaign so much they asked to take it further. They wanted to extend the campaign out of the Northeast and go international. All regions in America that experienced snow, along with all of Canada, got a retailer rollout, along with additional marketing materials the retailer requested to support the expanded launch.