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Duracell Teams up with Rock Superstar Bon Jovi 7 October 2003
On New Advertising and Promotional Campaign

Source: Business Wire

Duracell(R) today launched a new advertising and promotional campaign featuring one of the world's most popular bands, Bon Jovi. This new entertainment-based execution is the latest addition to Duracell's highly successful "Trusted Everywhere" campaign.
Created by The Acme Idea Company, the Bon Jovi campaign includes an individual 30-second television spot and distinct promotional programs tied to the launch of the band's highly anticipated "This Left Feels Right" album - a collection of the group's greatest hits completely reworked - slated for November.

"Bon Jovi is America's rock band and Duracell is America's trusted battery," said Mark M. Leckie, president, Duracell. "Through this execution, we are able to once again showcase the reliability of Duracell and strengthen the consumer's emotional tie to the brand."

Continuing with the emotional platform of the "Trusted Everywhere" campaign, the Bon Jovi commercial highlights the use of Duracell batteries to power the band's wireless microphones while performing on stage before a sold-out crowd. The spot showcases Bon Jovi performing "Everyday" to a packed stadium and reveals how Duracell is the only battery the band and crew trust for their microphones' power source. This trust is further showcased through a shy, young girl singing her heart out using a battery-powered wireless microphone at a school recital.

The commercial, which debuts tonight, will run on a variety of popular primetime and late night shows, during major sporting events, including the American League Championship series, as well as Hispanic programming such as De Mananita and Cinemundo.

Along with the television spot, Duracell will offer a wide variety of account-specific promotions at retail, including "music cash" instant savings on the Bon Jovi CD with the purchase of specified packages of Duracell batteries.

The Trusted Everywhere Campaign

The "Trusted Everywhere" campaign, which debuted in September 2002, creates an emotional platform that leverages trust as a powerful equity of the Duracell brand. Each commercial is constructed as a comparison of two different, yet parallel, uses of batteries in electronic devices -- one in an everyday situation, and the other in a critical one - with Duracell batteries as the trusted source of power. The scenes in each spot are blended together, elevating the importance of the battery purchase decision and providing consumers new reasons to prefer the copper and black brand. The campaign's core message is that everything that's important to consumers will work when powered by Duracell.

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