• PROMO Magazine, Thursday, June 8, 2006 11:45 AM

Panasonic Battery Corp's Oxyride brand doesn't just want to beat its competition, it wants to neuter it. The company is kicking off a new promotion June 14 with what it calls a "Neuter Your Bunny Day" targeting its toughest competitor, the Energizer Bunny. On that day, five pet owners will be selected to have their rabbits neutered for free. Panasonic will also present a $10,000 donation to the House Rabbit Society, an international nonprofit animal rescue and education organization. "It takes a brave client to take an approach like this and take risks to help increase awareness for its branding," said Drew Neisser, CEO of Renegade Marketing, which developed the campaign. "Certainly, there is no overt statement of competitiveness, but the beauty of the program is it lets consumers discover the idea." Also on June 14, a branded pink 1967 Volkswagen microbus will hit the streets of Manhattan to promote the campaign. "We're becoming very aggressive in the battery market, much more than in the past," said Brian Kimberlin, director of consumer marketing at Panasonic.

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