DURACELL POSITIVE & NEGATIVE

TitleDURACELL POSITIVE & NEGATIVE
ClientPROCTER & GAMBLE
Product / ServiceDURACELL
CategoryA02. Posters
EntrantGREY WORLDWIDE INDIA Mumbai, INDIA
Entrant Company GREY WORLDWIDE INDIA Mumbai, INDIA
Advertising Agency GREY WORLDWIDE INDIA Mumbai, INDIA

Brief Explanation

In a crowded media, it's becoming increasingly difficult to get noticed, especially with a product advantage well known to the consumer and generic to the category.

The Brief

To communicate the longevity of Duracell’s alkaline batteries.

How the final design was conceived

To bring out the idea of positive and negative, the poster has been kept similar to the battery, both in colour and shape. And because Duracell Batteries have such an iconic design, we were even able to do away with the logo, keeping the design pure and true to the idea. So that the design stands out in the clutter, inviting consumers to take a closer look at the campaign.

Indication of how successful the outcome was in the market

While it's too early to tell, initial reports on like-ability, comprehension and particularly brand recall, were very positive. Even though we did not have a logo in any of the communication.

Credits

Name Company Position
.
Ines Bernar Etchenique Grey Singapore Account Executive
Vineet Singh Grey Worldwide India Pvt. Ltd. Account Manager
Fernando Beretta Grey Singapore Account Supervisor
Malvika Mehra/Goral Ajmera Grey Worldwide India Pvt. Ltd. Art Director
Vishnu Srivatsav Grey Worldwide India Pvt. Ltd. Copywriter
Goral Ajmera Grey Worldwide India Pvt. Ltd. Creative Director
Vishnu Srivatsav Grey Worldwide India Pvt. Ltd. Executive Creative Director
Malvika Mehra Grey Worldwide India Pvt. Ltd. Chief Creative Office
Amit Akali Grey Worldwide India Pvt. Ltd. Chief Creative Office