After seven years, the global consumer products company Energizer is replacing the "keep going" campaign, saying the tagline no longer speaks for its household products division. Once simply
defined by alkaline batteries, the division's entire portfolio now includes everything from headlamps to lithium batteries to charging stations for cell phones.
The new message? "Now that's
positivenergy." The move reflects Energizer's efforts to focus attention and resources on its new charging and lighting products as disposable battery sales slump. The pink Energizer bunny will still
be featured prominently in the company's ads.
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