Duracell’s fragmented packaging system lacked energy and differentiation in an increasingly cluttered category.
This proved to be a big problem when 71 percent of battery purchases are made from less than ideal, multi-brand displays. Additionally, batteries can be found in up to 37 locations in major retailers – challenging the traditional role of the package.
We used consumer research and shopper insights to develop a more intuitive on-pack communication hierarchy for this category leader.
Duracell’s recharged packaging – which debuted first in Europe followed by North America – provides greater visibility and differentiation on shelf and visibly engages consumers.
Power to the package!