Duracell Optimum

For the first time in 50 years, Duracell engineered a new technology that contained 4X times the power vs. Coopertop.

Challenge

How do we communicate to consumers the benefit of this product and make it worth buying more for?

Success

Duracell Optimum reached it's distribution targets within 2 weeks with 100% distribution across all covered stores. The product line is now a key category and profit builder for both Duracell and retailers.

My role

Structural Packaging. Brand Positioning.