We persuaded TV networks to do something unheard of: extend the length of their most popular programs by exactly 20 percent. This execution would shake the foundation of how TV programming was scheduled and go beyond viewers’ expectations, thanks to DURACELL’s mission to provide 20 percent greater value.For example, as the credits rolled during the regular scheduled time of a popular talk show, the “DURACELL gives you more” promo appeared and the talk show host returned to surprise viewers with 15 extra minutes of content from DURACELL. The host would compare the benefits of DURACELL’s 10-battery pack versus competing brands’ eight-pack. To leave a lasting impression, content that was supposed to be revealed the following episode was shown right then and there. This was the ultimate value proposition for consumers as they experienced the importance of 20 percent more from DURACELL versus the regular performance from private labels.

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 percent boost in their favorite 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 percent and top-of-mind awareness skyrocketed by 61 percent.