Duracell

BETHEL, Conn.--(BUSINESS WIRE)--Oct. 6, 2003--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.

About Duracell

Part of the Boston-based Gillette Company, Duracell is the world's leading manufacturer and marketer of high-performance alkaline batteries. Duracell also sells primary lithium and zinc air batteries, as well as rechargeable nickel-metal hydride batteries. Gillette is the world leader in male grooming, a category that includes blades, razors and shaving preparations. The Company also holds the number one position worldwide in sales of selected female grooming products, such as wet shaving products and hair epilation devices. In addition, Gillette is the global market leader in manual and power toothbrushes.

About Bon Jovi

Bon Jovi is among rock elites. During the band's illustrious career, it has sold 98 million albums and performed more than 2,000 concerts in 47 countries to more than 32 million fans worldwide. The band has released eight studio albums (the most recent being "Bounce") as well as a greatest hits album and a live record. The band's upcoming release, "This Left Feels Right", is their Greatest Hits ...with a twist. The band collaborated with veteran producer Pat Leonard (Madonna, Bryan Adams, Elton John) and reinvented a dozen of Bon Jovi's most popular songs by performing them in entirely new and innovative arrangements. The album was recorded following the "Bounce" World Tour which included a concert in London's Hyde Park before 92,000 fans and culminated with sold-out homecoming shows at New Jersey's Giants Stadium in August before 130,000 fans (and which was among the Top 10 highest grossing concert tours of 2003.) For more information, visit www.bonjovi.com. Note: A photo is available at URL: http://www.businesswire.com/cgi-bin/...pw.100603/bb12

Thank you for the news, i really want to see it!

according to BJ.com it will be on duracell.com and Bonjovi.com after some time so that everyone can see it!

ill be watching some of the American League Championship game tonight so maybe ill see it

Time to go watch some tv...maybe I'll see it tonight!

Stephanie

I've been watching tv all night (yeah I have no life) and I haven't seen the ad yet.

It was mentioned on the WB11 NY news though. They said the ad was premiering tonight and that Duracell will be offering discounts on the new album when you buy certain Duracell products.