Situation: Of the many divisions that we’ve handled for Panasonic, one demanded extreme creativity. The battery segment of consumer packaged goods is not for the faint of heart. It’s an area that typically is considered commodity, a last minute POS purchase, and generally not top of mind with consumers. Panasonic entered into this fray, and we were chartered with building a brand for them.

Strategy: Panasonic’s main competitor was Energizer, with its iconic bunny. We created several programs to establish the brand and take on Energizer. One program, called Neuter the Bunny, called for a day in which we sponsored bunny neutering across the country. Another demonstrated how Panasonic batteries powered the longest battery-operated flight.

Results: The media response was unmistakably excited and positive. Coverage reached across hundreds of top consumer, business and broadcast media. In fact, we were not told this until after the campaign, but it turned out that Energizer white-labeled batteries from Panasonic. They called to demand that the program cease. That’s success!