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(Sept. 6, 2001) -- The bunny has triumphed over all at Energizer, which this week launches a new $100 million marketing campaign behind its Energizer brand.

The brand's bunny icon will pitch both the premium e2 line and the newly restaged base Energizer Max business.

Advertising begins this week with e2 ads from Omnicom Group's TBWA/Chiat/Day, Playa del Ray, Calif., which earlier this year won a shootout with sibling shop DDB Worldwide, Chicago, that consolidated the two accounts.

The initial TV ad, which replaces last year's bunny-free campaign from DDB, shows the bunny pushing in and out of the e2 battery while spinning, sliding and soaring, barely being able to contain the power found there.

The ads will air on season-premier episodes of shows such as Emeril, Frasier, ER, The Weakest Link, Providence and The Amazing Race, as well as during the Emmy Awards and Major League Baseball playoffs and the World Series. -- Jack Neff

Copyright September 2001, Crain Communications Inc.

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