• by Karl Greenberg , October 4, 2007

Duracell, the Bethel, Conn.-based division of Procter & Gamble, this week launches a print and TV campaign for its new "Pre-Charged Rechargeables," aimed at promoting the batteries for their longevity and countering a perception that rechargeables don't hold a charge as long as regular batteries. While the campaign uses Duracell's "Trusted Everywhere" theme, it's the first time the company has applied the campaign to rechargeable batteries.

A 30-second TV ad juxtaposes a space shuttle crew using IMAX cameras to capture images of the Earth, against a child taking photos of a bride and groom at a garden wedding.

Print ads in October issues of consumer monthly and weekly magazines will tout nickel-metal hydride (NiMH) cells over disposable lithium batteries, using a side-by-side comparison. The message is that Duracell's Pre-Charged Rechargeables hold a charge for up to a year and can be recharged in as little as 15 minutes, meaning some 5,000 pictures over the life of two batteries--compared to disposable lithium batteries which, per the company, are capable of taking 600 pictures over the life of two batteries.

A company spokesperson says the rechargeable battery segment is growing at a double-digit pace because more consumers are looking for advanced battery options for devices like digital cameras and MP3 players that require a lot of power. "Duracell Pre-Charged Rechargeables represent an improved and more cost-effective power solution for those consumers," she says.

She adds that the company will not make a pitch to consumers looking to reduce their carbon footprint. "Green consumers certainly make up a segment of the rechargeable battery category, but the larger segment is consumers who frequently use high-drain devices; the media strategy for the launch of Duracell Pre-Charged Rechargeables reflects this consumer mindset."

The effort will include freestanding inserts, new merchandising displays and point-of-purchase materials in retail stores nationwide. Duracell will also support the rechargeable batteries with a just-launched Web site intended to educate consumers on battery technology.