Energizer redesign launched

06.05.10

Batteries are a tricky topic, since most people’s engagement with the category (beyond getting the right size) is limited almost exclusively to one concern: value for money (VFM)

Batteries are a tricky topic, since most people’s engagement with the category (beyond getting the right size) is limited almost exclusively to one concern: value for money (VFM).

When we were working for Energizer, though, our research revealed that consumers’ engagement in this regard is generally limited to an ‘own label vs branded’ decision. Their limited awareness of the differing power hungers of devices means that they seldom consider this contributing factor to battery life and, as a result, fail to get the best VFM.

So when Energizer looked to develop a range segmentation scheme which identified the best application of their different variants, it was clear that the packs needed to clarify the offering, with other parts of the marketing mix providing the education.

Our work helped Energizer to do this, and the resultant packs are hitting the shelves now. Hopefully they’ll help consumers to navigate the Energizer range better and therefore get what they’re after: VFM.