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Watch the Pulled TV Spot


Settles Suit by Energizer Over 'Heavy Duty' Claim

By Published on .

CINCINNATI (AdAge.com) -- Gillette Co., Boston, has agreed to modify its "Mr. Quackers" 30-second TV ad for Duracell CopperTop batteries, though a spokeswoman said the change
Watch the banned Duracell 'Mr. Quackers' spot (RealPlayer Required).
would not interrupt the campaign.

Robo-war duck
The move is part of a settlement of a suit filed Jan. 3 by rival Energizer Co. in U.S. District Court for the Northern District of Illinois in Chicago. The ad showed a robotic, CopperTop-powered toy duck outlasting other, more menacing robots powered by "heavy duty" batteries.

The ad, by Omnicom Group's BBDO Worldwide, claimed CopperTop alkaline batteries last three times longer than heavy-duty and super-heavy-duty batteries, but did not mention Energizer or other competitive battery brands by name.

In its complaint, Energizer said the ad is "false and misleading" because "consumers understand defendants' comparison to be to other alkaline batteries, including Energizer," though CopperTop does not last three times longer than other alkaline batteries.

'Much ado about nothing'
A spokeswoman for Gillette

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Coppertop Battery Spot Reminiscent of Toy Commercials of '80s
called the issue "much ado about nothing," saying the marketer will modify the ad with a written disclaimer indicating the comparison is not to other alkaline batteries.

She said the move will not change Duracell's media schedule, adding that the ad has helped the brand to eight-consecutive weeks of market share gains.

The new CopperTop campaign's first ad, which rolled out last summer, showed honeybees powered by Duracell batteries. Mr. Quackers first appeared in November as the second spot.

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