The Challenge
Eveready Batteries, part of Energizer, came to us with an incredibly exciting opportunity: build brand awareness in Europe, Australia and Asia by leveraging their new Brand Ambassador, international footballing superstar, Harry Kane.
The Idea
Using celebrities, brand memorability is everything since audiences tend to recall the ambassador yet forget the accompanying brand. So, we worked up concepts with clear, easy-to-remember links between Eveready Batteries and Harry Kane, highlighting their shared DNA: power, drive, relentlessness, trust and dependability. Not to mention Harry matching his shirt number with Eveready’s 9 logo.
Our global campaign depicts the England captain in Eveready branded kit getting ready to train. Kane inserts Eveready batteries into a stop-clock and turns it on. Batteries and footballer are both primed to unleash their power. As Kane begins his training session, powering forwards, driven, relentless, overlay copy displays key brand phrases, describing both the batteries and England’s number 9.
The campaign additionally includes a suite of key visuals introducing Kane as the Eveready Global Brand Ambassador. As he looks down the camera, hands outstretched holding battery packs, the accompanying line, “TRUSTED PERFORMANCE. ALWAYS READY” is clearly as relevant to the brand as to the England men’s captain.
The Execution
This major brand awareness campaign was released as digital ads in a series of different length social cutdowns, shared by both Eveready and Kane himself. Plus, a suite of crafted posts released by Harry on his socials. Our suite of key visuals flexed across press ads, in-store POS, OOH and competition material.
