Procell by the Duracell Company tapped into humour to drive growth.

Procell needed to grow sales and SOM of B2B batteries to large businesses in North America. To do this, Procell had to engage the most rational of audiences, procurement, in an uninteresting category, with a lesser known, speciality, premium-priced brand.

The context:

Changing batteries at work is not like changing batteries at home. In addition to the new batteries themselves, companies have to consider the labour costs of replacement – a surprising business cost that they’ve likely missed.

The strategy:

Reverse the buyer’s mindset from price per cell to cost of replacing. 

To expose the additional labour cost of buying cheap batteries, we created a humorous integrated campaign featuring the exploits of two official company ‘battery changers’. In a series of situations, we see these specialist janitors changing batteries in different workplaces, often bungling the job and disrupting business with comic consequences.

The message is simple: whatever your business, if you choose Procell you’ll replace less, save more, and see a lot less of this costly duo.

The results:

The campaign built Procell's Top of Mind Awareness by 7%, strengthened key brand perceptions, and achieved a 12% increase in revenue and grew share of market at a rate of 10%.