Energizer Bunny Returns to Boost EcoAdvanced Recycled Batteries

Posted by Sheila Shayon on February 4, 2015 01:50 PM

The iconic Energizer bunny is getting turbo-charged. Energizer has just launched the first-ever high-performance AA alkaline battery partially made from recycled cells. The brand will debut a marketing campaign for its EcoAdvanced battery line on February 16, with the re-energized Energizer Bunny returning in a starring role.

About four percent of the new power pack is made from old batteries alchemized with an "active ingredient"—the secret sauce being kept under wraps by Energizer—to provide longer-lasting energy without using so much new material.Continue reading...

brand news

Brand News: Old Navy, Sony, Target and more

Posted by Shirley Brady on December 3, 2014 08:30 AM


Old Navy debuts Julia Louis Dreyfus as Amy Poehler's replacement in new holiday campaign.

Sony hack investigation points fingers at North Korea as company struggles to recover from attack.

Tiger Woods talks up comeback and signs deal with India's Hero MotoCorp as global brand partner.

Duracell taps Nick Jonas for holiday campaign as P&G prepares its move to Buffett's Berkshire Hathaway and reportedly shops Wella hair care brand.

Target releases Bullseye's Playground holiday app (featuring games to entertain kids in-store) in partnership with St. Jude Children's Research Hospital: Continue reading...

follow the money

In $4.7B P&G Deal, Warren Buffett Aims to Recharge Duracell Brand

Posted by Dale Buss on November 13, 2014 05:47 PM

Warren Buffett is taking Duracell off P&G's hands, but the legendary investor's deal to acquire the battery brand may have as much to do with tax gambits and estate reorganization as with actual attributes of Duracell's business.

As Procter & Gamble announced ahead of the company's annual analyst meeting on Thursday, Buffett's Berkshire Hathaway is buying the copper-top battery manufacturer in a stock swap under which P&G would receive Berkshire's entire stake in the CPG giant, now worth about $4.7 billion. P&G also promised to infuse $1.8 billion in cash into Duracell before turning it over to Buffett next year, as the Wall Street Journal reports.

It's easy to understand why P&G CEO A.G. Lafley would be eager to shed Duracell. The slow-growing and mature business doesn't fit his vision for a company that he is attempting to refocus on the 80 core businesses that generate most of its revenues and profits, including billion-dollar brands such as Tide and Pampers.Continue reading...

brand strategy

P&G CEO Lafley Means Business By Removing Duracell Brand from Stable

Posted by Dale Buss on October 24, 2014 01:31 PM

The NFL may trust the Duracell brand to power its game, but its owner no longer does.

A.G. Lafley, P&G's born-again CEO, has announced he plans to unload the Duracell battery brand—#84 on Interbrand's latest Best Global Brands ranking—which the consumer packaged goods giant acquired non-strategically as part of its purchase of the huge Gillette company in 2005.

Procter & Gamble remains a company amid major transition, so it only made sense for Lafley on Friday to fold lackluster news about quarterly financial results into another blockbuster move in his shakeup of the overly staid CPG empire.Continue reading...

brand news

Brand News: The Queen Tweets, P&G to Cut Duracell and more

Posted by Dale Buss on October 24, 2014 09:21 AM


Twitter sees Queen Elizabeth II send her first tweet while Stephen Hawking joins Facebook.

P&G plans to exit Duracell brand.

AMC Networks acquires nearly half of BBC America.

Amazon misses expectations with holiday forecast, depressing stock price.

Microsoft sales lifted by the cloud to $23.2B as Nokia name to live on in entry-level phones. Continue reading...

brand strategy

No Brands are Safe as Lafley Takes Apart P&G to Rebuild It

Posted by Dale Buss on August 19, 2014 04:39 PM

The first time around running Procter & Gamble, CEO A.G. Lafley was in an expansionary mindset that prompted the CPG giant to acquire Gillette, swoop up and deploy outside innovations such as the Crest Spinbrush, and beef up brand after brand and market after market to transform the company into a global consumer-good marketing juggernaut.

Not so much this time around. In his second turn as chief, Lafley is addressing questions about P&G's business model that are just as fundamental as during his first tenure. But the answers he's been coming up with are much less pleasant, as he forges a strategy based on cutting costs, reorganizing operations and shedding many of the 100 underperforming brands that he's currently reviewing as he tries to re-energize a company beaten down by the slow-growth economy and challenged as never before by CPG rivals. His idea is to turn fewer, better-performing brands into greater growth engines for the company.

News of possible gambits for Lafley, quite naturally, have been popping up since he announced the strategy earlier this month. Braun shavers—which just returned to TV thanks to a new partnership with the NFL—and Duracell batteries are the two largest assets likely to be divested, Reuters reported based on sources. Cheer and Era laundry detergent brands may also end up on the chopping block, the Wall Street Journal reported. Continue reading...

brand news

Brand News: Mercedes-Benz, FedEx, Taco Bell and more

Posted by Dale Buss on August 18, 2014 09:41 AM


Mercedes-Benz is found guilty of fixing prices in China, report says.

Dollar General enters bidding for Family Dollar at $9 billion.

FedEx faces additional charges in prescription-drug delivery case.

Taco Bell launches dollar menu across the US. 

Cadillac mars rollout of important new Escalade.


Airbnb launches program to focus on hosts. 

Apple wins Emmy for best commercial, beating out Beats, Nike and GE. 

AT&T Stadium unveils state of the art technology as San Francisco 49ers gear up for first game in brand new Levi Stadium. 

Campbell Soup has NFL star Richard Sherman dangling from helicopter in new Chunky soup ad.

Cutrale and Safra prepare to make Chiquita bid hostile.Continue reading...

celebrity brandcasting

Want More Mariah and Jay Z? Just Sip and Scan

Posted by Sheila Shayon on June 24, 2014 07:20 PM

The world of celebrity-endorsed products knows no bounds. That's why Mariah Carey and Jay Z have teamed up with former Def Jam CEO Kevin Liles on two new, interactive beverages: Butterfly and 40/40. 

The beverage bottles deliver exclusive content to super-fans via the Go N'Syde app. “With Go N’Syde, an artist like Mariah can program this every day. She could say, ‘Hey I just got out of the studio, why don’t you go inside Butterfly with me right now?’ And then you’ll see her studio,” said Liles, now chief creative officer and exclusive Curator of Content for Go N’Syde.

Simply hold a smartphone up to a Go N’Syde bottle and an interactive menu appears, sans bar code or QR code, offering photos, videos, sweepstakes offers and more to fans, much like Lady Gaga tried to do with her community for her "Little Monsters." 

“We’re really creating it so that you get a real Mariah Carey life experience, by scanning the bottle and going inside,” he added. “So when you purchase a bottle you have an antenna into Jay Z or Mariah’s network, and that’s what’s so exciting about it.”Continue reading...

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