energizer - pitch brief

NEW BUSINESS PITCH BRIEFENERGIZER

CREATIVE PROJECT WORK

OVERVIEWThe iconic Energizer Bunny may continue to appear in campaigns for the battery brand, but the agency that popularized the

iconic mascot won't be the ones creating those ads.TBWA\Chiat\Day, which developed (though did not create) the Energizer Bunny into one of advertising's best-known

characters, said it declined an invitation to participate in a review for Energizer's creative business.

MEC in New York handles the brand's media chores, which are not believed to be part of this review.

"We have greatly appreciated our relationship with TBWA\Chiat\Day," said Michelle Atkinson, Energizer chief consumer officer, in a recent statement. "They have been a long-standing partner and helped catapult the Energizer Bunny into pop

culture status. As our company has evolved over the last year, we have decided to reevaluate our agency partners to ensure we have the best fit to meet our current marketing needs. Therefore, we are putting our advertising business out for bid to a select

number of agencies."

The bunny was originally created by agency DDB in 1989 for an Energizer ad mocking rival Duracell, but Chiat\Day built out the idea into a lasting campaign centered on the character.

BACKGROUND SUMMARYEnergizer Holdings, Inc. (Energizer) is a consumer goods company. It manufactures, and markets

primary batteries, portable lighting, and personal care products. The company’s product portfolio includes household products such as batteries, specialty batteries, portable lighting equipment,

razors, shaving gels, creams, replacement blades, feminine care products, and infant care products such as pacifiers and diapers among others. Energizer markets these products under brands such as

Energizer, Schick, Wilkinson Sword, Eveready, Hydro Silk, Quattro, Silk Effects Plus, Edge, Skintimate, Banana Boat, Hawaiian Tropic, Wet Ones, Stayfree, Carefree, and Playtex among others.

Energizer spends about $45 million annually in domestic advertising. The competition follows the brand's split into two distinct companies. One sells batteries, lamps and flashlights, while the other

markets personal care brands like Schick and Playtex. The battery-centric business generates about $2 billion in annual revenue, though the domestic market for such items has long been in decline.

market share ANALYSIS

0

38.7%

26.7%

13.4%

1.5%

0.6%

0.5%

0.3%

0.3%

0.2%

12.5%

MARKET SHARE OF THE LEADING ALKALINE BATTERY BRANDS IN THE UNITED STATES IN 2014

Duracell CopperTop

ENERGIZER MAX

Private Label

Rayovac

Eveready Gold

ENERGIZER

Duracell Quantum

Duracell Quantum

Panasonic Plus

Eveready

Powercheck

5 15% 25% 35% 45%

BRANDS OVERLAP

2.5% 0.9%

2.3%

AUDIENCE ANALYSISEnergizer Target Segment Analysis: Happy Campers

PO

PU

LAR

ITY

37

79

81

7

20.5%

REACH

0.5% 10.5% 30.5% 40.5%

16

6

MUSIC LOVERS

BOOKLOVERS

PET LOVERS

MOVIES LOVERSGAMERS

BEAUTY WELLNESSAWARE

TECHIES

HOMEMAKERSOUTDOOR

ENTHUSIASTS

# NAME REACH POPULARITY RELEVANCE

2

3

4

5

6

7

8

9

10

1 Book Lovers

Pet Lovers

Homemakers

Outdoor Enthusia...

Movie Lovers

Gamers

Car Lovers

Music Lovers

Techies

Beauty & Wellness

26.18%

10.16%

9.06%

12.32%

34.09%

9.72%

11.32%

35.64%

10.73%

10.61%

154.05

138.96

130.74

125.91

107.27

121.22

111.71

90.56

102.66

89.97

154.30

133.74

126.66

126.59

126.53

121.02

116.23

116.01

109.65

108.49

This target is comprised of a slight majority of females (53%) in the older millennial segment. Sixty-five percent of this audience is in a committed relationship (42% married and 23% in a relationship), though the vast majority do not have any children. As a rule, campers are college educated with an income between $40k and $70k per year.

GENDERFemale (53%)

AGE25-34 (41%)

STATUSMarried (42%)

FAMILYWithout Kids (75%)

EDUCATIONCollege (67%)

INCOME$40K - $70K (67%)

MEDIA OPPORTUNITY

INSIGHTTelevision, through select channels, is a fruitful method by which to make contact with this audience, as been said

by Michelle Atkinson, VP and CMO of Energizer. Although certain online programs like Earth Porn offer promising opportunities, Television is still the media of choice among campers, who prefer educational channels

(History Channel, National Geographic, Fox News, Food Network) and entertainment channels like ESPN, Netflix, Adult Swim and Dish network.


TV

Apps

Websites

Radio

Magazines

Newspapers

1

2

3

4

5

6

43.53%

44.42%

81.13%

25.88%

26.94%

3.99%

108.22

92.91

84.6

83.69

77.95

52.2

126.3

116.36

119.67

103.34

100

64.59

TRENDS

4.11%

11.71%

4.58%

2.03%

1.17%

-4.59%

TOP MEDIA TOP MEDIA TV


2

3

4

5

6

7

8

9

10

1 HISTORY

ESPN

National Geographic Chan...

Netflix

Food Network

Adult Swim

Fox News

Dish Network

MTV

Directv

5.78%

3.49%

3.01%

2.75%

2.41%

2.19%

2.14%

2.12%

1.84%

1.64%

152.25

75.66

125.17

126.01

128.14

127.49

87.78

156.41

101.03

140.23

134.19

79.26

111.22

111.15

111.69

110.64

84.02

129.7

91.91

117.35

MEDIA OPPORTUNITY

REACH relevance

10050050%32.67%16.48%5.50%<0.01% 125 150

Music, Entertainment

Food

Education and Culture

Travel

Health

Motor

Movies

Green

Gossip

Kids

TOP WEBSITE

BUSINESS OPPORTUNITY

GREEN LIVING AND ENVIROMENTAL ISSUES


2

3

4

5

6

7

8

9

10

1 The Animal Rescue Site

Ducks Unlimited

The Humane Society of ...

And My Cat

ASPCA

National Park Foundation

American Kennel Club

Sierra Club

Organic Consumers Assoc...

Villalobos Rescue Center

2.30%

1.00%

1.00%

0.87%

0.69%

0.62%

0.54%

0.53%

0.47%

0.47%

114.13

168.94

122.03

117.52

93.26

157.69

98.62

121.11

123.15

92.82

102.06

133.72

102.44

98.71

81.39

123.86

83.8

98.73

99.53

79.29

SOCIAL ISSUES AND ADVOCACY GENRES


2

3

1 Green Living and Enviro...

Charity, Philanthropy & Pov...

Human Rights, Discriminati...

16.27%

19.26%

13.80%

115.52

89.86

82.61

119.35

104.07

95.71

INSIGHTGreen issues are the most important for this audience and Energizer, with its new EcoAdvanced batteries, aims

to position itself as the most eco-friendly battery brand, thus possibly winning large shares of environmentally-conscious targets like the camper segment. Moreover, digging down into organizations working

on those issues, we discover that high consideration is given to animal safety, with The Animal Rescue Site on top among green and environmental issues.

top entertainment movies


2

3

4

5

6

7

8

9

10

1 Cars

Grown Ups

Captain America: The Win...

Shrek

Avengers

The Lion King

Thor

Monsters, Inc.

Knocked Up

Fast & Furious

1.83%

2.27%

2.29%

3.40%

2.59%

3.76%

1.46%

1.48%

1.89%

3.06%

165.65

162.38

158.64

153.2

153.76

148.87

156.05

155.68

153.43

148.03

134.97

134.14

131.68

130.76

129.25

128.6

127.22

127.05

127

126.58

CREATIVE INSIGHTS

TOP MUSIC GENRES

PO

PU

LAR

ITY

93

11

26

57

8

29.56%

REACH

5.12% 16.70% 43.84% 59.69%

13

4

TALK SHOWS

SCI-FI &FANTASY SHOWS

TALENT &VARIETY SHOWS

REALITY SHOWS

GAME SHOWS

COMEDIES

DRAMAS

DOCUMENTARY &NONFICTION

FAMILY-ORIENTEDSHOW

INSIGHTEven though this is a highly educated audience who prefers to read about environmental issues and science, they

do have a well-developed sense of fun. They like their video content to be light and fun, but also interesting and informative. Their favorite movies (Movie Lovers comprise 34%) give us insights into what types of

entertainment strikes that balance.

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energizer - pitch brief

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