Procell: Meet your battery changer

Neil Godber, Jonny Park

Procell transformed into a standalone battery brand and created two official company "Battery Changers" to expose the hidden cost of buying cheap batteries and build awareness and performance perceptions.

Campaign details

Brand: Procell Brand owner: Duracell Entrant company: VML, United KingdomIdea creation: VML London Market: North America (general region) Sector: Sundries Media channels: Programmatic display, Websites & microsites, Social media, Direct marketing, Mobile & apps, Online display, Search marketingBudget: 1 - 3 million

Executive summary

This is a paper about a seldom thought about product: batteries.

Sold to the most feared homo economicus of B2B audiences: procurement.

In a commoditised category: company supplies.

With a little known brand...

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