Eveready and Duracell are the dominant players in the battery market in Australia. Fuji Enviromax were keen to push their way in by leveraging their environmental credentials, but they soon learnt they needed more than that.
Our focus was to develop a marketing strategy that would get a big retailer interested in the brand. We went beyond and created a total user experience. Now retailers could understand what customers were thinking about the environmental issues around batteries and how the world’s first green battery could benefit their overall battery offering.
the strategy worked, with woolworths deleting duracell to make way for fuji enviromax