Friday, August 9

Duracell Quantum Heroes

In an era marked by numerous natural disasters and tragedies of many kinds, it's no wonder that brands struggle to see where they can add value.  Sure, they are looking to sell product, but in many ways they are looking to give back at the same time.

Marketing during a tragedy has become a force of its own in modern day branding.  It's a marketing trend of the moment.  Witness "Stronger than the Storm" from the New Jersey Shore.

Duracell is a shining example of marketing during a tragedy, and after.

The brand has long associated itself with helping others during storms.  And in fact the Power Relief Program gained great notoriety during Hurricane Sandy when it offered free batteries and charging stations to those without power.  Now that's a BRAND giving back.

Now Duracell is launching a new longer lasting battery, Duracell Quantum, along with a continuation of its disaster relief stance.  It's giving away one million batteries to first responders everywhere ... the every day heroes that emerge during times of need.


By helping the everyday heroes the brand is basically associating itself with the attributes of those brave people:  dependable, there in a time of need, and willing to risk it all.  They are Duracell Quantum Heroes, and the brand is giving them "power and praise."  Perfect fit from a branding perspective ... selling batteries but giving back at the same time.

Of course the campaign is launching with a fully integrated campaign, it is P&G after all.  But I marvel at the contemporary relevance of it, and the tie to what we all fear most these days:  being stuck without power and having something even worse happen.   We just hope that someone will be there for us.  As the campaign says, "the next storm is out there."

Well done.

What's your experience?  Jim.

Jim Joseph
- President, Cohn & Wolfe NA
- Author, The Experience Effect series
- Professor, NYU
- Contributor, Entrepreneur and Huffington Post

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