For the battery that has always positioned itself as 'longer lasting' we needed to come up with a fresh take and approach to the proposition. We found a simple insight that the toys/gadgets you use may change as you grow up, but with Duracell, your batteries will remain unchanged.

To bring out our idea and cut through the clutter, we took a minimalistic and graphic approach towards design. We carefully selected toys or gadgets from different 'eras'. Then colour-coded them to aid differentiation. We placed the batteries at the centre of all three toys to give the impression/visual exaggeration that the same pair of batteries was used in all three toys/gadgets. Then signed off with a simple line - 'Lasts for ages'.

Awaiting response.