The Bigger, Better, Bunnier Story
DetailsCategory: Monthly Luncheons
Date and Time: Thursday, April 20, 2017 @ 11:30 AM
Duration: 1.5 Hours
Location: Maggiano's Little Italy (2 The Blvd, Richmond Heights, MO 63117)
The Energizer Bunny: Updating an Icon
How do you update an enduring American advertising icon recognized instantly by millions of consumers? Come hear Michelle Atkinson, Chief Strategy Officer at Energizer Holdings, Inc. talk about how the Energizer Bunny underwent a subtle makeover based on in-depth discussion and meticulous research aimed at isolating both the core of his personality and grasping how he could be made to fit with the changing media landscape.
Michelle will discuss Energizer’s two-year journey starting with extensive debate at brand camp. The discussions covered every aspect of the bunny, from whether the new bunny could have a voice to whether he could put down the drum.
She’ll talk about how the focus groups were managed and what consumers told her team about aspects of the bunny they didn’t want to see touched.
She’ll describe the end result and the thinking behind it, including what new flexibility Energizer created for the bunny and the importance of allowing consumers to interact with your brand in personal way. She’ll also share some metrics on how the changes have impacted Energizer’s brand equity and show new advertising spots that have recently emerged from the process.
The Energizer Bunny, as Michelle puts it, has a new hop to his step. Come hear about Energizer’s brand journey.