Campaign Of The Week: Long Live the Duracell Bunnies
Mari Basson
The Duracell bunnies were first introduced in a campaign 35 years ago with a group of drum-banging pink bunnies. The winner, of course was the Duracell Bunny who kept on going powered by its long lasting Duracell batteries. Since then the bunny has become an icon. Through the years Duracell has continued to evolve the pink bunny and the Duracell bunny is still going strong.
I was stoked to find this awesome campaign for Duracell’s most powerful battery yet, the Ultra, in which the pink bunny - together with a herd of others - is at it again and more epic and powerful than ever. I think the art direction is great and in true Duracell style the concept is very campaign-able.
Check out the tv spot called "Fusion" which combines all the print elements beautifully and has some sucess online and gained a bit of viral traction:
It’s safe to say that the Duracell Bunny isn’t going away anytime soon.
Comments
I loved the Fusion ad from the first moment I saw it on TV. It's fresh, attractive and distinctive. How many ads do you actually remember what product is even being promoted? Job done!
Dan on 06/11/2009
Love it!
Got so many ideas myself about where this campaign could go. Really awesome that they have managed to make the pink bunny work over such a long period of time... one of the marks of a truly great brand.