Powering Up for the Holidays - Batteries (Definitely) Included

The hectic rush of holiday shopping and preparation is over. We breathe a sigh of relief and gather with our loved ones to relax and celebrate. Presents are unwrapped, the kids squeal with delight.

And then, suddenly, the proceedings come to a screeching halt with the reading of three simple words:

“Batteries not included”

Before you know it, you’re shaking the the triple A’s out of your digital camera so you can power up the shiny new handheld game device and the D's from your flashlights to get the radio controlled jeep whirring.

It doesn't have to be this way. Bringing peace of mind to consumers that their power needs will be met can be a relatively straight forward thing for retailers: keep batteries top of mind during the Black Friday weekend and throughout the season through effective marketing and in-store merchandising.

P&G's Duracell brand has put together a comprehensive program to help retailers maximize their battery category sales and profits this holiday season through a range of improvements including more dynamic communication of Duracell product benefits, and more convenient packaging and SKUs.

Here are some highlights of the Duracell Power Up Holiday initiative:

New Name: Effective with shipments beginning 9/19/11, Duracell's Ultra Advanced will be renamed Ultra Power, communicated as "Our Longest Lasting" batteries. The flourishing CopperTop product line will continue, providing more clearly delineated tiers within the portfolio.

Comprehensive marketing campaign: Through messaging such as “Peace of Mind Included—Power, Trust, and Joy in Every Pack," advertising and promotion will associate Duracell with holiday traditions and remind consumers to stock up. A broad range of promotion efforts include: $10 and $20 coupon books with discounts on an array of P&G products; in-store display allowances for Black Friday and the holiday period; a new national TV spot; and ramped up digital and mobile efforts.

New claims and graphics: New, blue Ultra Power graphics stress the top category equity driver—longevity—while enhancing visibility and relevance to the holidays.

New SKUs: Duracell is introducing Ultra 12- and 16-count SKUs in AA's and AAA's to capitalize on strong growth trends with Ultra in larger count packs. These will enable retailers to line-price, co-shelve, and co-merchandise Ultra with CopperTop large packs and provide a more compelling assortment to target consumers.

New packaging: Improved product experience with easier-to-open, easy-to-reseal and store-away functionality.

RETAILERS: GET THE DETAILS ABOUT THE DURACELL 2011 POWER UP HOLIDAY INITIATIVE

Please submit this form to request a presentation offering detailed merchandising and promotion recommendations.