Duracell: The Marathon Bunny

Duracell, a battery brand, increased awareness in Austria by getting its brand mascot, the Duracell Bunny, to take part in one of the country's biggest events, the Vienna City Marathon.

Campaign details

Advertiser: Berkshire HathawayBrand: DuracellAgency: AFT Plus Promotion Sales GmbHCountry: Austria

Background

Duracell is one of the best known battery brands in the world. The biggest competitor in Austria is Varta. Varta and Duracell share the market with Energizer and some trade labels which are cheaper than Duracell.

Duracell is especially well known because of the Duracell Bunny which is popular amongst all age groups. Batteries have become a commodity product, and there's not much of a difference among the leading brands anymore. Which means battery-buying consumers are making decisions based on...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands