The Duracell battery durability concept allowed us to develop a direct association with children’s energy.

We thus created an action for children's week in supermarkets. While the mothers do their shopping, their children play with a Duracell jumping toy, carrying a battery-shaped backpack on their backs. A fun way to associate the energy of batteries with that of children.

Lines and more lines of children to play with the backpack and Duracell's jumping toy.Happy and calm mothers doing their shopping at the supermarket. Our action had record participation: 10,000 children during the week.And an unmeasurable increase of brand awareness among consumers.