At the moment, batteries with a hare are owned by companies EnergizerAnd Duracelland that's basically what they're called. Initially, the pink bunny brand belonged to Duracell, but then EnergizerI also took it for myself, slightly modifying it. An agreement was reached between the companies, and each party began selling batteries in different countries featuring the pink rabbit.
How did a pink bunny cause a fight between two giant companies?
On September 13, 2016, Energizer launched an advertising campaign featuring a pink rabbit. Shortly after, a lawsuit was filed against the company. Duracelluses a rabbit on product boxes. The conflict was investigated by the editorial staff of vc.ru.
In 1973, the first Duracell battery ad featuring a pink rabbit was released. It demonstrated how well electric toys worked with the battery.
Sixteen years later, Energizer released its own commercial mocking Duracell. The video featured the same animals. Before its release, the organizers thought it would just be a one-off. But after a while, the company received many positive comments, and they decided to extend the campaign.
Energizer was the first to register the rabbit as a trademark. This all took place in the United States. Duracell also registered its hare. In 1992, the two competing companies entered into an agreement. This agreement ultimately Energizercould use the pink rabbit in Canada and America, and Duracell in all other countries.
Beginning in 1990, these hares developed separately and became distinct from one another in appearance and personality. The character Duracell acquired more human traits and essentially became an athlete.
The Energizer bunny still moved on its paws and resembled a normal animal. It moved thanks to the toy's wheels. Its character was energetic. The TV commercial looked standard. It banged on a drum and said it wouldn't stop because of its powerful batteries. Then the bunny said the company's slogan, "Still going, going, going!"
In 1994 fIrma Energizerdemonstrated that their rabbit resembles the robot R2-D2 from Star Wars. The rabbit fights and emerges victorious thanks to powerful batteries.
A few years later, the company changed its slogan to "Positive Energy." In 2016, an ad was launched with a new video but the old slogan.
A study was conducted, and experts found that people like the pink rabbit, but they want to see something new in it. As a result, Energizer companydecided to remake their rabbit.
Changing this character was too risky, as in 2008, his recognition rating was a whopping 95%. Ultimately, management decided to focus on his appearance. He now moves more and uses facial expressions.
The Duracell rabbit also developed, and in 2015, the company decided to chronicle its evolution as a story. The rabbit's life was told to the world through battery-powered animals that, according to legend, worked alongside it.
The dinosaur toys first explained that they'd heard rumors of a toy that worked without stopping. Then a dog and a bear chimed in, praising the rabbit for his persistence. At the end of the interview, the journalist asked the toys to define the Duracell mascot in one word. The adjectives they came up with included unstoppable, resilient, inexhaustible, graceful, crazy, tireless, and mad.
In late 2016, Energizer filed a lawsuit against Duracell after the company began selling its batteries in the US on boxes featuring a pink rabbit. The packaging was imported from Europe, where Duracell has the right to market its batteries using the rabbit. Duracell believes these lawsuits are necessary. Energizerin order to change the terms of the agreement adopted in 1992. The company said it cannot have any influence on distributors importing batteries to America.
Judge Carol Jackson, who heard the case, said that EnergizerIn principle, I could have won the case if I could have proven that Duracell was swaying its distributors.
Statistics for 2015 show that Duracell is the leading battery seller in America, with Energizer in second place.
