The war between Duracell and Energizer is comparable to the struggle between Coke and Pepsi that Frank writes about as both attempt to appeal to their populations in a series of advertisements. Surprisingly, the Duracell bunny predates the Energizer bunny. However, Duracell failed to renew their trademark on the bunny, allowing Energizer to grab hold of the bunny as their mascot. The Energizer bunny is clearly a spinoff of the Duracell bunny. Although both are pink rabbits, the Energizer commercials feature only one rabbit, while the Duracell commercials feature an entire species of rabbits. Additionally, while the Duracell rabbits often had toys, the Energizer bunny is always seen with a single drum, reminiscent of the toys of the Duracell bunny. In the United States, Energizer managed to build the image of their bunny to promote the long lasting capabilities of their battery embodied by the never ending bunny that became an American icon. Still seen in Europe, the Duracell bunny promotes the long life of the Duracell battery with the slogan, “Duracell last longer, much longer.”
However, Duracell needed something strong, powerful, and durable that they could associate with in the United States to combat the well known image of the Energizer bunny. In the 1990s, Duracell created a robotic family, the Puttermans, with batteries visibly powering them. Chasing after Energizer, this campaign also sought to promote the long life of the batteries with the slogan, “No battery is stronger longer.” (Holst) These commercials featured the family in events that could last longer powered by Duracell batteries. A family member collapses because he didn’t have a Duracell battery, the daughter sits outside with her boyfriend, an event that can last a while due to the batteries, and even grandma can dance forever thanks to her powerful batteries (Holst). Although popular, the Putterman family did not give Duracell the icon they hoped for to compete with the Energizer bunny. Duracell’s most recent campaign, “Trusted Everywhere” is unique in not seeking to create an icon, but by drawing on existing American icons (emergency personnel) to promote the strength and endurance of their battery.
The Denver Airlife commercials feature the crew of the helicopter responding to a vehicle accident. The commercials focus on the intense pressure and extreme conditions that these crews can face in their attempts to rescue a patient (Jurrien). The accident scene is in low light conditions on the side of a cliff. Flight nurses use night vision equipment and portable electronic equipment powered by Duracell batteries to care for the victims. Interwoven with this depiction of the great service of these people is a young girl playing with her toy helicopter with her father in a large field, tying the powerful images of the rescue scene with the serene images of the young girl and her father. This incorporates simple pleasures and important duties to suggest that the battery can bring happiness as well as strength. Without the battery, it would be impossible to save lives, but it would also be impossible to enjoy the simple things in life such as the bond between father and daughter.
This campaign also features a commercial centered on firefighters designed to tie images of these brave workers with the lasting, dependable power of the Duracell battery. Similar to the “Two Helicopters” commercials, the firefighter commercials depend on the integration of a powerful lifesaving device with ordinary uses in daily life. The commercial opens with a fireman listening to music on headphones powered by the Duracell batteries, relaxing with a Dalmatian at his feet. However, the scene shifts quickly to show the engine company responding to a large working structure fire. This sets the scene to showcase the importance of a properly powered PASS device (Personal Alarm Safety System). A PASS device (the T PASS 3 in this commercial) sends out a signal when a firefighter has been inactive for 30 seconds and can also send out an alarm to clear the structure. This device makes it easier to find fallen firefighters and clear the building when in danger. The commercial highlights the importance of being able to communicate danger with firefighters clearing the building just in time. The commercial manages to identify the Duracell battery with an American institution, a lifesaving device, and an everyday item.
Both these commercials depend on American heroes as icons of American life. Disaster has become a past of American culture. As Delillo shows in the book, White Noise, we have become consumed with thoughts and images of disaster. It covers our television, radio, and becomes a fixation in our minds. The plane crash grabbed the attention of the community, increasing an appetite for disasters. Jack notes, Ëvery disaster made us wish for more, for something bigger, grander, more sweeping”(64), later commenting that, “it’s more or less universal to be fascinated by disasters” (66). Culture is fascinated with disaster. The airborne toxic event becomes the center of life for the people in the town. Even if no concrete information is known, they circulate stories and rumors, magnifying the event.
Out of this cultural importance of disaster also arises a cultural need for someone to help the country overcome hometown adversity; thus arises the image of emergency personnel as American icons. Society needs someone to look to for help in a disaster. Although just doing their job, many emergency personnel (especially firefighters) have come to be seen as heroes especially since the events of September 11. Firefighters have always held a revered place in society, available to rescue a kitten or dash into a burning building to save a life. In service and on call 24 hours a day, firefighters have been idolized as strong, brave, and maybe a little eccentric. Since September 11, the image has grown as 343 lost their lives in an attempt to save others, reminding Americans of the heroes at home. The image of a firefighter and his Dalmatian has become an integral part of American society. In their campaign, Duracell seeks to remind Americans of these images while associating their battery with these ideals of bravery and courage.
Duracell relies on the images associated with firefighters as American icons of heroism. Unable to solidify the bunny as their icon, Duracell needed something to take hold of in American culture to compete with the Energizer bunny. They found this in the image of the American firefighter and the dedication of aircare crews. By associating their battery with the strength, dedication, and never ending work of these crews, Duracell is able to tap into a universal cultural icon. With the disastrous events such as Katrina and September 11, these emergency personnel have gained a foothold in society. Culture thrives on disaster and these people rise to the front to help the society cope. However the focus of the campaign is not the heroes themselves, but the idea that the battery they use to overcome disaster is available to the general public and dependable for children’s toys or household items.
Works Cited
"Duracell Bunny." Wikipedia, The Free Encyclopedia. 19 Apr 2008, 10:57 UTC. Wikimedia Foundation, Inc. 23 Apr 2008
Delillo, Don. White Noise. New York, NY. Penguin Books,1985.
Holst, Jerome. “Advirtising Mascots-People”. 2002. TV Acres. 21 April 2008. http://www.tvacres.com/admascots_puttermans.htm
Jurrien, Ilse. “Duracell Advertising Campaign.” Lets Go Digital. September 2006. 21 April 2008.
7 comments:
I think a very important part of the Duracell ads is to create a sense of DEPENDABILITY and a sense of BELONGING. Duracell is something you can trust. The scenes create a sense of credibility, stability, permanence, and perhaps affection to an extent. We are also being shown Duracell's versatility while we are also shown our very own: whether it be rushing out of a burning building or listening to music.
The concept that Duracell batteries are the choice of professionals that REQUIRE dependability and precision makes the (potential) customer believe it is the most reliable in the market. For example, if the Fire Department trusts Duracell, then one would think it should be the battery of choice to insert into a walkie-talkie because it lasts the longest. That approach is very interesting. Unlike many of the other ads, Duracell is actually selling itself for what it is used for: powering things (rather than personality traits).
I think it is very interesting that Duracell has cashed in on American heroes and icons in order to compete against the universal recognition of the Energizer Bunny. It is remarkable that they thought to use the image of something already in existence (rescue workers or firefighters) rather than creating a new image or icon for their product. I would have enjoyed a closer discussion about the style of the commercials, perhaps discussing tone, colors, music, camera shots, and/or actors. In these commercials, do you think that the most important aspects are the dangerous situation that relates Duracell with lifesaving and heroism or the everyday item/activity that connects the consumer to the brand?
Using American heroes to promote their product is something that Duracell does extrememely well here. Rather than focus on something unimportant the ad promotes the idea that if their battery is good enough for these firefighters and various other icons, then it should be good enough for the potential consumer. Duracell needed something to combat the popularity of the Energizer bunny, and choosing something like firefighters was a smart choice. At this time in American history many people look to firefighters as our heroes. Putting heroes in ads for their battery was a smart and interesting choice to compete with Energizer.
The concentration on everyday heroes is pretty different but also really fitting for a company that sells a product as commonplace as batteries are. I find it interesting that they were thrown for a loop for so long due to the Energizer bunny campaign and that they allowed that competition to overtake their resources. As you went through previous ad campaigns that were supposed to create a new icon for Duracell, I found that I couldn’t remember any of them and found them odd and outdated. However, the connection you highlighted between rescue workers and recent catastrophes in the world appear to be successful attempts of Duracell to modernize their image and make it more applicable. Apart from emergency personnel, what other professions do you think Duracell could utilize in their campaign to effectively create more everyday heroes?
I agree with what Danny said about Duracell creating an ad campaign focused on the actual use of the product. Also though, I think that there could be a connection made to Whitehead, with the naming of the product. The battery is durable, thus the DURAcell. In Apex Hides the Hurt, it is described how New Prospera will erase the history of the town, so the main character looks for a way to preserve that history, yet also looks for something that will help the town continue to develop in new ways. Duracell focuses on preserving the past to show that it can be relied on.
Duracell has been promoting batteries for years, but I can't remember any of them except this one. Obviously, they use the average American heroes to both group all the potential customers of all Americans, and then go on to send the message across that if it's good enough for these people (firefighters, etc) then its good enough for you. Duracell surely deserves an increase in market control after these ads.
The exploitation of the patriotism and heroism influence in our post-9/11 world seems borderline inappropriate to me, but as is apparent in other papers, makes for a successful ad campaign. Methodically allowing consumers to connect to modern heroes (firefighters, rescue workers) works to sell a battery which undoubtedly fights to compete for name recognition with, for example, the well known energizer bunny. I wonder if, as this patriotism rises and falls based on events in our country, if we will also see this approach eb and flo in the market.
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