Rayovac

Introducing an old brand to a new consumer.

The Situation

When Rayovac came to LSB, they were a distant third in the battery category. Because they hadn’t done any advertising in over a decade, they were virtually an unknown brand to Millennials, a key battery-buying target. For older consumers, the brand perception had slipped considerably. Sales were declining at an increasing rate, and Rayovac needed to turn the brand around on a budget that was a fraction of their competitor’s.

The Solution

Here was the rather uncomfortable consumer truth uncovered in research: People don’t want to think about batteries. Ever. Although it was painful for the brand team to hear, it was the reality that catalyzed our campaign. Given our tight budget, we zeroed in on Moms, an underserved segment of consumers who use a lot of batteries. Our reintroduction campaign included national print, digital video, in-store activations, behaviorally targeted banners, influencer messaging and PR placements. After our first campaign flight, we hit our ROI goal. After our optimizations and iterations (over a year in the making), we achieved a truly goal-smashing $4 ROI.

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