Power Behind The Name Booklet - Drive Duracell

The power
behind the
name.
Duracell has much more to offer than the power
inside the batteries; it’s the POWER BEHIND THE
NAME that helps the brand continue to inspire
consumer confidence. As a part of the Duracell
program, you’ll experience the power behind the
impressions, sponsorships, high-profile events,
and strategic outreach to maximize the opportunities
associated with the Duracell name.
Lyon Station, PA 19536-0147 • Phone: 610-682-6361 • Fax: 610-682-4781
www.DriveDURACELL.com
E.P.M. Form No. 1717 © 2011 by EPM Printed in U.S.A.

PRESS
RELEASES
MORE POWER BEHIND
IMPRESSIONS
January 20, 2011
DURACELL is the Official Automotive
Battery Sponsor of the Super Chevy Show
January 1, 2011
DURACELL AGM Batteries are an Ideal Fit
for Today’s Pickup Trucks
December 15, 2010
Duracell AGM Batteries to Power 2011
Numerals at Times Square, NY
June 21, 2010
DURACELL is the Official Marine Battery of
Jimmy Houston
June 21, 2010
DURACELL is the Official Marine Battery of
Roland Martin
December 17, 2009
Duracell Automotive Batteries to Power
2010 Numerals at Times Square, NY
November 2, 2009
Duracell Introduces Power Solutions For
Automotive, Marine And RV Vehicles With
New Batteries That Meet Their Evolving
Needs (released by P&G)
March 1, 2009
East Penn Releases New Duracell
Automotive Batteries
DURACELL. From national televised
commercials to sponsoring movie premiers
as well as being found in almost every retail
and convenience store in America – It would
be hard to find any one who has never heard
of the Duracell name brand.
The widespread exposure translates to
maximum opportunity for sponsorships,
events, and advertising. It takes many years
and millions of dollars to establish a high
level of brand recognition. Duracell has over
a 40-year history and is promoted by P&G,
one of the biggest advertisers in the Country.
Not only do these promotional areas create
impressions, but also because of the
familiarity of the name, they create long
lasting ones that are most likely to be
remembered.
MAKING THE COPPERTOP CONNECTION
Tactical marketing and advertising strategies
have been established to further associate the
Duracell name with batteries designed for
automobiles and other types of vehicles.
While the benefit of the Duracell name
recognition is
a great advantage, it is critical to maximize
the effectiveness of this program by
promoting top-of-mind strategies that
identify Duracell with batteries for vehicles.
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ONLINE
PRESENCE
STRATEGIC
ADVERTISING
DURACELL.COM
The main website for Duracell batteries by
P&G has a link for Auto & Marine batteries
on the homepage under “Products”. The
high volume of traffic that hits this site has
a prominent avenue to go to the Duracell
automotive and marine battery website.
DRIVEDURACELL.COM
Customers have to look no further
than the program’s website address
(DriveDuracell.com) or its homepage title,
“Crank with the CopperTop,” to get the
impression that these are not alkaline
batteries.
The DriveDuracell.com website effectively
explains the advantages of these Duracell
products for their intended application, the
support behind the program, where to buy
the products, and other useful battery
information. It also highlights current highprofile
sponsorship and events that support
this Duracell program.
The power of the brand recognition and a high
level of personal experience have fostered
confidence in the mind of the consumer.
Duracell marketing strategies are focused on
sending a clear yet powerful message to the
consumer.
A message that is heard everywhere. Widely
recognized slogans like “Trusted Everywhere,”
“SmartPower,” and “Not Just Another Battery”
are also used with this program’ s marketing
and advertisements to draw from the
established brand loyalty of all Duracell
products.
Aftermarket Business – Electronic Edition
• Circulation over 100,000
• B2B readership from corporate to jobbers
Counterman
• Circulation over 30,000
• B2B readership from corporate to jobbers
Florida Sportsman
• Circulation 80,0000
• Avid sports enthusiasts, boat dealers, retailers
American Boat & Yacht Council
• Circulated to 4,000 members
• Boat enthusiasts, dealers, marinas,
yacht clubs
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HIGH PROFILE
SPONSORSHIPS
HIGH PROFILE
SPONSORSHIPS
OFFICIAL MARINE BATTERY
OF ROLAND MARTIN
Roland Martin, Legendary Angler
• 30 years on Fishing with Roland Martin,
on Versus network
• Inducted into the IGFA, National Fishing,
and the Professional Bass Fishing Hall of
Fame
Television Exposure
(Fishing with Roland Martin)
• Product visibility during shows
• Logo, banner, and website URL
Web Exposure
• Prominent Duracell product press
release on homepage at
fishingwithrolandmartin.com
• Featured on DriveDuracell.com
Public Exposure
• Banner on Super Chevy Show
website homepage
• Sponsor recognition on press
releases and Super Chevy
magazine ads
OFFICIAL AUTOMOTIVE BATTERY OF
THE SUPER CHEVY SHOW
Participants of the Super Chevy Show are
the most knowledgeable vehicle enthusiasts
across the nation. This is a great opportunity
to reach this group of people who need and
will recognize a brand that can be trusted
enough to power one of their greatest
passions.
Brand Exposure
• 12 high profile events across the country
• Appeals to the most automotive enthusiasts
• Participants willing to invest in a brand name
associated with durability / dependability
Bracket Racing Class called
DriveDuracell.com
• Thousands of participants in racing class
called DriveDuracell.com
Duracell Automotive Battery Tent and
Strategic Promotion
• Display tent with Duracell automotive battery
representatives
• 10 large fence banners and giant inflatable
battery
• Thousands of strategic giveaway, literature,
and prize items
• 30-second general public announcement
promoting Duracell automotive batteries
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HIGH PROFILE
EVENTS
HIGH PROFILE
SPONSORSHIPS
POWERING NEW YEAR’S EVE AT
TIMES SQUARE, NEW YORK
• Duracell AGM batteries power the numeral
sign (2009, 2010, 2011…) when the ball
drops
• Over a billion viewers see the lighted sign
• 3 consecutive year participants and
counting
• Thousands of people (including dozens of
celebrities) pedal “Power Rovers” near
Times Square that charge the batteries
This continues to send a widely recognized
and powerful message of superior
dependability directly associated to Duracell
automotive or other vehicle batteries.
MAPLE GROVE RACEWAY SIGNAGE
• Three 16 ft. guardwall signs
• Public address announcements
• Prominent sponsor on websire
OFFICIAL MARINE BATTERY
OF JIMMY HOUSTON
Jimmy Houston, America’s favorite
fisherman
• 32nd year on national television
• Appeared on the #1 outdoor show on ESPN
for 20 years
• Featured on Versus network and 7
additional Cable networks
• Inducted into the IGFA, National Fishing, and
the Professional Bass Fishing Hall of Fame
Television Exposure
(Jimmy Houston Outdoors TV Shows)
• Sponsorship on each TV show
• Ninety-eight, 30-second commercials
• Product segment and sidebar during 13
weeks
Social Media Exposure
• 8,216 friends on Facebook fan page
• Duracell battery on Facebook profile picture
Web Exposure
• Prominent Duracell product feature on
homepage at jimmyhouston.com
• Featured on DriveDuracell.com
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