Energizer Bunny

From Everything.Sucks

Energizer Bunny Sucks. The Energizer Bunny is the marketing icon and mascot of Energizer batteries in North America. It is a pink mechanical toy rabbit wearing sunglasses and blue and black striped flip-flops that beats a bass drum bearing the Energizer logo.

Dandre Douglas listed 3 Failed Ad Campaigns as Marketing Lesson in a piece written for POP POLLING website: In the ’90s, Energizer introduced a mascot in the form of a pink bunny repeatedly banging a drum. The company released the ad as a parody of competitor Duracell’s own commercial. During this time, Duracell was the more popular battery brand. So Energizer thought it could level the playing field by mimicking the leading brand’s widely recognized mascot, down to its bright pink color. But because Duracell had already established its association with the pink bunny, the imitation by Energizer led to some confusion. An article by the Philadelphia Inquirer says 40 percent of the people who saw Energizer’s ad thought it was by Duracell, which hurt the former’s sales. A study supports the claim that repeating a competitor’s promotionsal strategy results in confusion, which only weakens brand association and recall. The two bunnies settled the issue in court. The two companies agreed that Duracell can use the pink rabbit in Europe while Energizer reserves the right to advertise with the bunny in North America.

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