How Duracell transforms marketing in low-interest categories

Marketing for products that evoke low interest, such as batteries, can seem like a particularly challenging task. Most people don’t spend much time thinking about which batteries they buy until it becomes important. However, Duracell, under the leadership of Chief Marketing Officer Ramon Velutini, demonstrates that even in such a category, it’s possible to create a strong cultural connection and achieve significant profits. At a recent Advertising Week conference in New York, Velutini shared his lessons on how to keep low-interest brands in the consumer spotlight.

Challenges and the Danger of Commoditization

According to Velutini, one of the main challenges for Duracell is that consumers simply don’t spend much time thinking about batteries, and even less attention is paid to their advertising. Velutini even compared the situation to the banana category, where consumers don’t think much about their choice, leading to the risk of product “commoditization” — when all products in the market become indistinguishable in the eyes of consumers.

In response to this threat, Duracell focuses on demonstrating when and how their batteries make the most significant impact in consumers’ lives. Velutini emphasized the importance of not only telling emotional stories but also ensuring that the brand itself remains at the center of these narratives.

Campaigns That Connect with Culture

Duracell emphasizes emotional marketing, particularly through iconic campaigns. For example, in 2014, Duracell ran a campaign featuring Derrick Coleman, an NFL player who became a successful athlete despite being deaf. The “Trust Your Power” campaign showcased how Duracell supported him on the field, creating a genuine and meaningful connection with the audience. Another example is the 2015 advertisement “Teddy Bear,” where Duracell batteries powered a teddy bear that played a message from a deployed military father for his daughter.

However, over time, it became clear that emotional stories could overshadow the brand itself. Velutini stressed that while the emotional connection to culture is essential, the product must not get lost in these narratives. This issue was rectified in more recent campaigns.

Innovations That Lead to Growth

One of the most successful campaigns of 2023 was “#BitterIsBetter,” which focused on batteries with a bitter coating that helps prevent accidental swallowing by children. The campaign included a collaboration with celebrity Lance Bass and a giveaway of $1 million worth of batteries. The result? Duracell’s market share in the U.S. grew by 50% over the past five years.

Another success was tapping into the cultural moment surrounding the “Scandoval” scandal from the show “Vanderpump Rules.” Duracell quickly reacted by posting a TikTok comment stating that their batteries are “guaranteed to last 10+ years, unlike Tom,” referring to Tom Sandoval, who mentioned his role in the relationship as responsible for batteries. This advertisement quickly garnered over 26 million views and brought the brand $50 million in earned media value.

Lessons for Marketers

Velutini summarized his experience with four key lessons that can be helpful for marketers in any category:

1. Maintain Consumer Interest Reality: Marketers often think about their product 24/7, but consumers only pay attention a few times a year. It’s important to have self-awareness and understand the role your brand plays in people’s lives.
2. Bet on Innovation: During times of economic uncertainty, some brands focus on cost-cutting. However, for long-term success, it’s essential to invest in innovation and brand development.
3. Focus on Profit: Winning marketing awards can be nice, but ultimately, profit is what truly matters.
4. Invest in Ideas: Even if you’ve found a golden idea, it won’t deliver the expected results if there isn’t enough funding to support it.

Conclusions

Duracell’s experience demonstrates that even in a low-interest category, there are ways to achieve growth by implementing innovation, understanding your audience, and strategically leveraging pop culture moments. Ramon Velutini and his team show that culture and innovation can be key elements in maintaining brand significance in consumers’ eyes and enhancing profitability.

This article available in Ukrainian.