Energizer Launches New General Market, Hispanic Ad Campaigns

Energizer Launches New General Market, Hispanic Ad Campaigns

Energizer Bunny(R) A Hero In Any Language

ST. LOUIS, Sept. 22 /PRNewswire-FirstCall/ -- Energizer is launching three new ads to support its portfolio of products, bringing its beloved icon front and center. In two spots for the flagship brand, Energizer(R) MAX(R), the Energizer Bunny(R) steps into the spotlight in his signature shades and smile to inspire people to keep going. The Company has also produced a spot for its high performance Energizer(R) e2(R) Lithium batteries aimed at the Hispanic market. All three commercials are available for the public to view at http://www.energizer.com/ and will begin airing on broadcast in September.

Energizer Bunny Does What He Does Best ... Keeps Going

The Company launched the "Keep Going(R)" campaign last year as a salute to those who persevere, defy the odds, overcome obstacles, and always strive to do their best. The 2004 ads featured everyday people with the power to keep going, with the tagline "For those that never quit, the battery that never quits. Energizer . Keep Going."

The new ads put the Energizer Bunny(R) even more front and center as the inspiration for people to keep going.

"We have dialed up the humor and have showcased the Energizer Bunny for what he represents to so many people -- an inspiration to Keep Going, to never quit," says Jeff Ziminski, Vice President of Marketing/North America. "The ads celebrate people on the go; people who live life to the fullest."

The :15 and :30 spots will air on national and cable television. They were produced by TBWA\Chiat\Day out of Los Angeles. In the first spot, "Runner," a champion athlete jogs cross-country through Africa-past elephants, giraffes and wildebeests; through villages; across the hot dusty plains. What keeps him going? The Energizer Bunny - "Still Going." In the second spot, entitled "Workout," an exercise class struggles to keep up with their instructor who is none other than the sweatband-wearing pink Energizer Bunny - "Still Going."

The popularity of the Energizer Bunny and the Energizer brand has grown since the introduction of the Keep Going campaign. Both brand image ratings and awareness tracking are up since the campaign launched a year ago. "The secret is to successfully keep the Energizer brand relevant to today's consumer," said Jerry Gentile, creative director at TBWA\Chiat\Day. People across the country compare the Energizer Bunny to celebrities, athletes, world leaders and everyday people who have the same drive and spirit of the beloved pink icon.

New Hispanic Ad Highlights Power of Lithium

Energizer is also airing a new commercial aimed at the Hispanic market. The ad reinforces the high-tech offerings of the Company by highlighting Energizer e2 Lithium batteries, its high performance brand. Energizer e2 Lithium batteries are the world's longest lasting AA and AAA batteries in high-tech devices. Even though the ad carries an important message, it is delivered with wonderful humor.

"Energizer is already viewed as a high-tech company by the Hispanic community," says John Gallegos, agency principal of Grupo Gallegos who produced the spot. "So it made sense to focus our campaign on Energizer e2 Lithium and its advanced performance."

In the lighthearted spot, a father is trying to take the typical family vacation photo in front of a statue. He clicks the shutter but realizes something has gotten in the way -- his own finger, click, a woman walking a pig, click, a group of runners, click, a train, click, a pair of flying trapeze artists in mid-air, click, a flying saucer. As the commercial ends, the Energizer Bunny passes in front of the father and the voice over declares -- "You never know how many pictures you'll have to take. Luckily, now you can take up to 650 pictures if you use Energizer e2 Lithium (versus up to 90 digital pictures with the leading ordinary alkaline batteries. Results vary by digital camera and usage.) So your life can go on and on."

The :15 and :30 spot is airing on Spanish Network Television. The Creative Director behind the new spot is Juan Oubina.

About Energizer

Energizer Holdings, Inc. (NYSE:ENR), http://www.energizer.com/ , headquartered in St. Louis, Missouri, is one of the world's largest manufacturers of primary batteries and flashlights and a global leader in the dynamic business of providing portable power. It offers a full portfolio of products including it premium brand, Energizer MAX(R); it high performance brands, Energizer (R) e2(R) Lithium, Energizer(R) e2(R) Titanium Technology(R); Rechargeable and Miniature batteries.

About Grupo Gallegos

Grupo Gallegos, headquartered in Los Angeles, is an agency dedicated to understanding and developing integrated marketing strategies for multicultural audiences. Founded just four years ago, the agency was recognized as Best in Show by Advertising Age in 2004. Grupo Gallegos is one of the few Hispanic agencies to currently be recognized with the industry's top creative awards, including Clio and D&AD. Grupo Gallegos can be found online at http://www.grupogallegos.com/ .

About TBWA\Chiat\Day

TBWA\Chiat\Day, Adweek's U.S. Agency of the Year, is part of TBWA Worldwide. TBWA Worldwide ( http://www.tbwa.com/ ), Advertising Age magazine's 2004 Global Agency Network of the Year, is one of the world's fastest growing top ten agency networks. In 2005, TBWA has been recognized as the most awarded network at the Clio Awards and for the second year in a row, as the most awarded network at Cannes, The One Show and AdFest. TBWA has 239 offices in 75 countries and approximately 8,300 employees worldwide.

Source: Energizer Holdings, Inc.

CONTACT: Jackie Burwitz, +1-314-985-2000, or Harriet Blickenstaff, +1-314-995-3939 x103

Web site: http://www.energizer.com/ http://www.tbwa.com/ http://www.grupogallegos.com/

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