Energizer has unveiled a re-energised look for its brand, including new packaging, in-store displays, logo and advertising for its battery product lines, as well as keeping mascot Mr. Energizer at the centre of all its communications. The battery brand last redesigned its identity in 2008.
According to Energizer, the new visuals aim to provide a contemporary look with distinct colors deployed to help consumers "easily and intuitively" find suitable products. Mr. Energizer will be used at the centre of communications, as the brand looks to amp up its marketing through in-store visuals and campaign.
The current packaging will phase out in the next quarter as the new visuals and banners will hit the stores from July. Currently, the marketing plans for Energizer include in-store visuals such as banners and arch at supermarket entrances and shelves. The campaign will roll out in July as well, running for three months.
The new brand refresh also sees Energizer partnering Booking.com. Shoppers who purchase the newly launched Energizer MAX Plus battery will receive an instant cashback as well as a discounted rate for accommodation via Booking.com. Marketing has reached out to Energizer for additional information on its rebranding and partnership with Booking.com.
During the launch event, Gwen Nam, Energizer's brand manager of Singapore, Malaysia and Indonesia said the brand felt the need to evolve and stay relevant as consumer needs are changing. Meanwhile, Diane Lee, business director, Malaysia and Singapore added the new brand identity will help Energizer communicate to consumers the brand's growth and direction.
Lori Shambro, vice president, global marketing at Energizer Holdings said the team spent three years developing the new look, talking with consumers and researching preferences. “They told us they want bright, clear and helpful packaging that will stand out in a cluttered aisle. And we know they love Mr. Energizer, so we’ve made sure consumers will get more of him and his larger-than-life personality everywhere, from in-store to our advertising,” she added.