Having delivered three successful multi-market promotional campaigns for Energizer, we were tasked with our most challenging brief to date: to encourage extra trade excitement and attention around the most significant business change in Energizer’s history – a global brand refresh.
Key to securing increased visibility instore was providing an important hook for trade in the form of a high-perceived-value guaranteed gift with purchase. Knitting these two objectives together in over 30 markets across EMEA & APAC was a tall order!
We needed to identify and secure a GWP offer that would appeal across languages and cultures, was legally-sound/logistically possible (no mean feat!) and most importantly carried an extra layer of magic that would sit naturally alongside Energizer’s rebrand. Having identified travel as indexing highly with Energizer’s consumers, we negotiated a partnership with Booking.com, who were perfectly placed to deliver a fantastic offer that could be tailored by market.
As with all our Energizer campaigns, we led and managed the development of all workstreams including: partner negotiation, strategy, concept, POS/toolkit creative, trade/market sell-in documents, redemption website design and build x 42 versions, briefing/negotiating/ managing all third-parties and overseeing all artwork approvals.
The campaign has launched across 33 markets, with 1 more set to launch later this month. Trade has responded incredibly well to the campaign and brand refresh, with Energizer securing greater instore visibility than ever before. We’re all very excited to see how this performs over the next 6 months.