With deals like “50% off” or “two for one” it was clear that shoppers wanted to know they were spending wisely and getting the most out of their purchases. While consumers felt instant gratification when spending less, we focused on increasing value rather than lowering price. To ensure our message resonated with consumers, we thought about what type of activity they would want to increase by 20%. Our idea was to quantify how much consumers get when they are given a 20% increase of the most time-specific elements in entertainment - the TV schedule and the length of programming.

The campaign caught the attention of the nation and it went viral by consumers promoting the media blitz on various websites. Our ability to leverage relationships with popular TV networks allowed consumers to feel the instant benefit from a 20% boost in their favourite programs. This small act of generosity resulted in the Duracell brand assuming the principal spot as the universal source of power for the Puerto Rican consumer. Sale shares immediately increased by 4% and top-of-mind awareness skyrocketed by 61%.