Energizer Recharges the Bunny

  • August 27, 2004
Energizer is bringing back the Energizer Bunny as part of a $68 million ad campaign that places the Energizer Bunny on billboards and taxicabs, bus shelters, and skyscrapers from California to New York The "Keep Going" initiative portrays the Energizer Bunny as the champion for those who keep going. The first of three :30 and :15 spots broke Friday during primetime television.

Created by TBWA\Chiat\Day, Los Angeles, each ad celebrates an individual who keeps going. "For those that never quit, the battery that never quits. Energizer--Keep Going," an announcer says as the Energizer Bunny comes across the screen.

There is also a guerrilla component to the campaign, where the Energizer Bunny himself will take to the streets greeting people at subway stations and busy street corners to hand out memorabilia.

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