|Watch the banned Duracell 'Mr. Quackers' spot (RealPlayer Required).
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
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.