NEW TV CAMPAIGN FOR LITHIUM BATTERIES

Energizer Aims at Digital Camera Users

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CINCINNATI (AdAge.com) -- Energizer Holdings today launches a new TV ad for its Energizer e2 Lithium digital camera batteries, which the company claims last four times longer
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than other disposable batteries in digital cameras.

The ads, from Omnicom Group's TBWA/Chiat Day, Playa Del Rey, Calif., are the first for TV promoting the superpremium lithium product, for which Energizer holds a patent for use in AA batteries, said Randy Rose, president-chief operating officer.

Ads feature the Energizer Bunny as part of a strategy of linking the Energizer Max base brand with the e2 product line to improve ad spending efficiencies.

Spending behind the new ad was not disclosed.

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