It Keeps Going, and Going, and Going
It was 1989 at St. Louis, and the team of Energizer, DDB Chicago Advertising, and All Effects, a special effects company, were in the midst of creating a marketing ploy that would rival that of its competitor, Duracell.
Duracell’s commercials, which had a light pink bunny outlasting other toys in a race because it was powered by the company’s long-lasting batteries, were something Energizer wanted to top. So with the marketing idea that “Our bunny wasn’t invited to the competition,” DDB and All Effects came up with a stylish, bright pink, and undoubtedly cooler bunny with sunglasses and sandals that has beaten its drum for almost two decades.
More than 18 years later, Energizer’s batteries are still the company’s bread and butter: In 2007, batteries and lighting products accounted for 71% of company sales and 75% of company profits.
“The batteries make up well over half of our sales,” says Jackie Burwitz, vice president of investor relations.
In 1986, Ralston Purina, a St. Louis based company since 1894, purchased the Eveready Battery Company, the holding company of Energizer brand batteries and flashlights, from Union Carbide. In 2000, Ralston Purina spun off its battery business, and Energizer Holdings was born.
While the headquarters of the company, with its customer service, sales team, human resources department, and marketing divisions, is located at St. Louis, batteries are made at the Maryville plant, in addition to other plants worldwide. Today, more than 600 employees, most of them from Missouri, keep the Maryville plant going.
Throughout the years, Energizer has had many products that have catapulted the company into commercial success.
In 1986, Energizer made the Eveready Squeeze Light, which provided a portable light source in travel size. In 1989, the company led the industry in environmental initiatives and introduced the first zero mercury batteries. In 1992, Energizer created its first lithium product, Energizer Ultimate Lithium batteries.
During this time, the company also introduced the first on-battery tester and rolled out its bestselling line of rechargeable battery products.
Energizer continues to innovate by offering Energi To Go, its line of cell phone and iPod chargers, and also introduced a new line of Energizer Ultimate Lithium flashlights for the outdoor enthusiast.
With product distribution in 165 countries, an increase of nearly 11% in battery sales in fiscal 2007, and ownership of 39% of the U.S. battery market, Energizer and its pink bunny are still going strong.
“With its quality products combined with the power of its iconic marketing symbol, the Energizer Bunny, Energizer is now one of the most recognizable brands that calls St. Louis home,” Burwitz says.
Call 800-383-7323 or visit www.energizer.com for more information.