Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Tuesday, May 01, 2007

Selling the Benefit: Duracell

I am very impressed with the new Duracell battery advertising campaign. Have you heard it or seen it. I've caught this campaign on TV and radio. The most impressive part to me is that Duracell understands that it is not selling batteries. No, the company is selling the benefits that its batteries provide.

The advertisements are a series of 30-second case studies. In each, the Duracell battery is feature in a critical application. Here are a few examples:

The SignalOne Voice Alarm - studies show that when a fire happens in the middle of the night, the most reliable method of waking a sleeping child is to have the fire alarm loudly project the sound of his mother's voice (a pre-recorded message: "honey wake up; there's a fire in the house.) The SignalOne alarm is equipped with the Duracell battery. To whom would you entrust your child's life in the event of a fire? Duracell the battery that's trusted everywhere.

Heart Monitors - in hospitals the heart monitors that are used on patients following open heart surgery are equipped with Duracell batteries. When monitoring every heartbeat matters, which brand of battery do hospitals trust? Duracell, of course.

Glucose Meters - its more than just a finger stick. It's about your health. Some things are too important to take chances with. Make sure your glucose meter is equipped with a Duracell battery, the brand that is trusted everywhere.

Zoll Defribulator - a vignette ad that alternates between a proud mother snapping photos of her son at graduation ... and a sequence in which that same boy one year prior had a heart failure during a basketball game. The same battery that enables Mom to preserve the memories allowed the medical team to preserve his life with a Zoll Portable Defribulator, powered by Duracell batteries.

What is Duracell selling? Far from promoting batteries, Duracell is selling peace of mind. Duracell is selling the benefits of avoiding worry, living longer and improving one's health. That's smart marketing and a great ad campaign. Kudos to the marketing geniuses behind the Duracell campaign.

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Anonymous Jason Keeling said...

Duracell Gets Serious, While the Energizer Bunny Keeps Drumming

Funny, I've never really paid much attention to the pattern within Duracell's recent ads. That's likely because I don't have children, diabetes, or a heart condition.

But nonetheless, Skip provides a very good illustration of what encompasses a campaign mentality, which goes beyond simply getting an organization's name out. Such an approach is less invasive, and instead educates consumers over time.

By selling the benefit, Duracell evokes the viewer to first contemplate a specific situation (e.g., a house fire), and then naturally, the viewer will likely recognize Duracell as the best solution. Smaller organizations often don’t have the expertise to realize that it’s first about the consumer. And consumers don’t always want to be sold to, they want to be educated.

The Energizer Bunny is another campaign example within the battery industry, but instead of focusing on real-life issues, Energizer takes a humorous and fun approach. I’d be interested to know which has been more effective (i.e., Who has the greatest market share?).

p.s. Did you know there is a Duracell Bunny in Europe?

1:04 PM


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