Having delivered a number of successful promotional campaigns for Energizer, our Summer 2021 campaign brief was to again align with a consumer passion point to secure incremental and off-shelf space.
This time however, Energizer asked us to consider an alternative way to activate our strategy that would not require a brand partner. Key to securing all-important in-store visibility would be selecting a compelling and relevant
passion point area for the time of year, as well as developing eye-catching creative and a compelling offer that would appeal to our 21 participating markets across EMEA and APAC.
Having conducted in-depth research into our consumers’ lifestyle interests and attitudes across the participating markets, we established Music was one of their strongest shared passion points – and particularly relevant during summer. With this in mind, we developed our campaign line
‘For Longer Lasting Sounds’, which supported Energizer’s ‘Longer Lasting’ brand claim. A motivating music-themed consumer prize draw gave markets the flexibility to choose a prize pool that reflected their budget. Our creative approach conveyed and reinforced our music
theme through use of a bright music equalizer background and Mr. Energizer wearing a pair of headphones. As part of our market campaign toolkit, we developed master POS that included 19 elements to cover the wide ranging adapts our markets would require.
The campaign saw huge retailer uptake across our 21 markets, with 40k displays going live. This strong customer buy-in underlined the
ongoing effectiveness of our overarching consumer passion point strategy, our standout creative, and the benefits of a motivating prize pool to deliver consumer stopping power.