August 2003 -- Duracell announced on August 11, 2003, two significant extensions of its successful "Trusted Everywhere" campaign that tie in promotional advertising with the VHS/DVD release of "The Lord of the Rings: The Two Towers," and with rocker Bon Jovi.
The two new campaign executions, created by The Acme Idea Company, include individual 30-second television spots and distinct promotional programs.
"This is a terrific opportunity to partner the world's number one battery brand with both the world-acclaimed 'The Lord of the Rings' trilogy and one of the world's top superstars, Bon Jovi," said Mark M. Leckie, president, Duracell. "The new 'Trusted Everywhere' executions build on our campaign's strong emotional platform, further elevating the importance of the battery purchase decision."
"The Lord of the Rings: The Two Towers" Promotion Lights Up In August
Building upon the emotional platform of the "Trusted Everywhere" campaign, "The Lord of the Rings: The Two Towers" spot juxtaposes two compelling uses of DURACELL® batteries as the trusted source of power. The commercial, which debuts tonight, will run on a variety of popular primetime and late night programs, including "ER," "PrimeTime Thursday," "CSI," "The Practice," "The West Wing," "Saturday Night Live" and "The Late Show with David Letterman," as well as syndicated and cable programming.
The spot reveals how DURACELL was the only battery that "The Lord of the Rings" film director trusted to power key devices required to produce the technically intricate film. "The Lord of the Rings" application is further showcased via a young boy using a battery-powered flashlight to play with action figurines from the film. The spot ends with a five-second promotional message regarding the VHS/DVD home video release.
A wide variety of account-specific promotional offers will be announced at retail, offering a $5 savings on the DVD/VHS with the purchase of specified packages of DURACELL batteries.
Bon Jovi Also Gets DURACELL Battery Power
The second entertainment-based advertising promotion will center on a 30-second spot, this time featuring rocker Bon Jovi. The commercial highlights the use of DURACELL batteries to power the band behind the scenes and on-stage, including their wireless microphones.
A promotional tie-in with the band's upcoming album release will be announced later this fall.
The Trusted Everywhere Campaign
The "Trusted Everywhere" campaign, which debuted in September 2002, creates an emotional platform that leverages trust as a powerful equity of the DURACELL brand. Each commercial is constructed as a comparison of two different, yet parallel, uses of batteries in electronic devices -- one in an everyday situation, and the other in a critical one -- with DURACELL batteries as the trusted source of power. The scenes in each spot are blended together, elevating the importance of the battery purchase decision and providing consumers new reasons to prefer the Copper and Black brand. The campaign's core message is that everything that's important to consumers will work when powered by DURACELL.
About Duracell
Part of the Boston-based Gillette Company, Duracell is the world's leading manufacturer and marketer of high-performance alkaline batteries. Duracell also sells primary lithium and zinc air batteries, as well as rechargeable nickel-metal hydride batteries. Gillette is the world leader in male grooming, a category that includes blades, razors and shaving preparations. The Company also holds the number one position worldwide in sales of selected female grooming products, such as wet shaving products and hair epilation devices. In addition, Gillette is the global market leader in manual and power toothbrushes.
