$100 mil push backs new battery

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Eveready Battery Co., St. Louis, said it will back the new Energizer e2 battery line with an unprecedented $100 million global marketing effort. TV and print advertising from DDB Worldwide, Chicago, will break in mid-July. The e2 is an addition to the existing Energizer Advanced Formula line, which will continue to be supported by advertising from roster agency TBWA/Chiat/Day, Playa del Rey, Calif. The Energizer bunny won't appear in advertising for the e2. The superpremium e2, which uses titanium technology to extend battery life, will be about one-third more expensive than the Advanced Formula batteries, and will use new packaging and merchandising displays designed to promote a futuristic theme. DDB won the account earlier this month in a contest with Leo Burnett USA, Chicago. Eveready referred calls about the creative to DDB, which said plans are still in the preliminary stages.

Copyright January 2000, Crain Communications Inc.

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