Despite more holiday shopping moving Online, battery purchases strangely remained rooted at brick-and-mortar retail. We set out to tackle the ‘online battery gap.’

Partnering with Amazon, we focused on multiple contact points during Online purchase, urging shoppers not to forget the batteries.

We produced first-ever ‘Add-to-Cart’ ads, prompting shoppers to add Duracell to their orders before completing purchase, and delivered Amazon’s High Upsell Cart creative unit at checkout triggered by the presence of battery-powered items in shoppers’ carts.

Overall sales and volume share increased 7.4% and 4.4% respectively for Quarter 4 2012 vs.year ago.

With a first-of-its-kind activation on Amazon.com, Duracell saved online shoppers from themselves and drove online battery sales by asking: 'Do you want Duracell with that?'

For the first time ever, we created an ad that allowed people to click to purchase, linking Duracell with their shopping carts. We worked with Amazon to create a first-of-its-kind algorithm to make sure we reached the right consumers at the right moment. These creative units searched and synchronized with the user’s shopping cart, scanning for battery-powered items and prompting them to add Duracell batteries to their order before completing purchase.

By pushing the boundaries of what had been done and allowed before, surrounding the customer throughout their online shopping experience with relevant, timely, easily-actioned messaging, reminding customers about an often overlooked detail to help ensure holiday peace-of-mind.

Surrounding the customer throughout their online shopping experience, with relevant, timely and meaningful messaging, we successfully an online version of Duracell's retail effort with sales and volume share increasing 7.4% and 4.4% respectively for Q4-2012 versus year ago.