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De-Energizing the Energizer Bunny

May 28, 1996|Associated Press

An attention-hungry Energizer Bunny bangs his drum to no avail in a new $25-million ad campaign to launch batteries that come with power testers attached.

Back and forth the pink bunny moves behind one of the batteries, in one TV spot holding up signs reading "What About the Bunny?" and "Give Pink a Chance," in another riding a unicycle.

The TV and print campaign, designed by TBWA/Chiat Day Advertising, will run for several months. Its message: This battery sells itself.

Energizer, which is owned by St. Louis-based Ralston Purina Co., is touting its new product as having the world's first on-battery tester for disposable batteries.

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