Rayovac

Reintroducing a stagnant brand to consumers.

The Situation

Consumers didn’t know Rayovac. The brand – a distant third in the battery category – hadn’t done any advertising in over a decade. In the meantime, a whole generation of consumers came of age without the brand on their radar. Sales were declining, and Rayovac needed to turn the brand around on a budget that was a fraction of their competitor’s.

The Solution

Here was our rather uncomfortable insight: When do people think about batteries? When they’re dead. Really, they just want batteries to work. First, we zeroed in on Moms, an underserved segment of consumers who use a lot of batteries. Our reintroduction campaigns included national print, digital video, in-store activations, behaviorally targeted banners, influencer messaging and PR placements. After our first campaign flight, we achieved a return on ad spend of $1 with a $240K in incremental sales. After our optimizations and iterations (over a year in the making), we achieved a truly goal-smashing return of over $4 with $1.8MM in incremental sales.

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