Procell sought to establish itself as a

standalone battery brand for professionals

and generate brand awareness and demand.

Procell utilized a smart, multi-channel

campaign as a two-month proof-of-concept

to unlock further investment. In doing

so, Procell exceeded all objectives, gaining

high engagement in a low-interest category

and unlocking budgets in 2021 to drive

growth at scale.

Challenge

Procell had to get its message across in

a low-interest category, while introducing

itself as a standalone brand – separate

from its parent brand, Duracell – in a

competitive category including the likes

of Energizer, Rayovac and Panasonic.

Also, remarkably, Duracell had never

launched a new brand before!

Objective

Introduce Procell as a new B2B brand

• Increase aided brand awareness

• Drive measurable demand at a high

enough level to support full roll-out

Strategy

Duracell’s decision to launch Procell as a standalone brand

was bold. Research indicated this would provide a platform

for B2B growth disentangled from Duracell’s consumer

equities. It also rolled up multiple sub-brands into a single

power brand with permission to dominate the market.

The strategy that unlocked this opportunity: Provoking

the market by communicating that replacing professional

batteries is a significant business cost – with Procell

having a unique solution to improve longevity, reduce

replacements, save money and “Power Your Profitability.”