The No. 3 battery marketer in the U.S. after Duracell and Eveready, Rayovac Corp. in Madison, Wisc., was less active in advertising, but in the mid-1990s emerged as a scrappy contender for its own market share.
Here it has Super Bowl XXVIII all to itself in its category, taking direct aim at Duracell (“copper tops”) and seizing attention with then-state-of-the-art consumer graphics. The most compelling consumer proposition for the rechargeables advertised was the biggest battery drain of the time -- apparently, hand-held video game devices. Later those would be called smartphones, and recharging would be required every night (see Mophie's "All Powerless" from the 2015 game).
The agency behind this spot, longtime Rayovac shop and True North Communications unit FCB/Leber Katz Partners, also made AT&T’s “True Voice” in the same game.
Rayovac did not become a Super Bowl regular. In 1996, Rayovac Chairman Thomas Pyle sold 80% of the company to the investment firm Thomas H. Lee. An agency review followed, ultimately shifting the account to Young & Rubicam, ending a 14-year run with FCB/Leber Katz Partners. Thomas H. Lee took Rayovac public in 1997.
AGENCY: FCB/Leber Katz Partners
QUARTER AIRED: Q2