Eveready Battery Co. is turning to its first online banner campaign to help re-energize its troubled business. The campaign for Eveready's Energizer batteries, by i33 Communications, New York, and CheckMark Communications, the in-house agency for Eveready-owner Ralston Purina Co., integrates customized cursors--animated Energizer Bunnies--designed by software company Comet Systems. Comet is charging Eveready $2 per thousand impressions; terms of the banner campaign were not disclosed. Banners with the integrated cursors are running on AltaVista. Ralston, under assault by Gillette Co.'s Duracell and Rayovac Corp., is spinning off Eveready as an independent company.
Copyright June 1999, Crain Communications Inc.