Bunny is back.
Energizer is a brand we have all grown up with – and counted on, because they produce the longest-lasting batteries around.
But the battery world is a commodity world and Energizer knew they needed to stand out. So, in 2016, Energizer hired DDW with a not – so – simple ask. Re-energize their massive and complex global packaging system.
Partnering closely with Energizer’s ad agency Camp + King, the DDW team immediately went to work.
The answer was clear. With their number one competitor being all black, copper and extremely serious, the Energizer brand needed to be bright and optimistic and maybe even a bit cheeky.
Enter the Energizer BunnyTM
A bold, lighthearted
We all know and love Energizer Bunny. He’s one of the most recognizable brand icons in the world, but his role on packaging was as an extra – not the star. It was finally time The Energizer Bunny take center stage. And that’s exactly what he’s done.
DDWs solution is bold and lighthearted – with The Energizer Bunny featured larger than life. He’s finally taken his rightful place as the proud hero of the No. 1 battery brand.
The new battery and lighting packaging system is clean, radiant and well-organized as are the new battery designs. A nice contrast to the dark and serious look next door.
Global complexity calls
for a strategic solution.
Energizer has a massive global portfolio, a system that includes thousands of different packages spanning many categories, and nearly every market and language in the world. And a lot of shapes and sizes.
The Energizer Bunny does not live in every global market. In some parts of the world, his counterpart, Mr. Energizer, a tireless living battery, is the hero character. And in other global regions, neither iconic character is featured.
DDW developed a strategic solution, a singular packaging system that is both highly organized and extremely flexible, ensuring it works effectively in every market of the world.
PACKAGING DESIGN SYSTEM
GLOBAL BRAND MANUAL
GLOBAL PACKAGING GUIDELINES