What's Happening?
Procell, a B2B battery brand and sister to Duracell, has successfully increased its market share and revenue through a strategic branding campaign. The campaign, known as 'Battery Changer', was developed in collaboration with the agency VML to address
Procell's challenges in the industrial battery sector. Historically, Procell faced low brand awareness and a need to justify its price premium in a low-interest category. The campaign utilized humor and emotional engagement to highlight the hidden costs of battery replacement, such as labor, thereby reframing the value proposition of Procell's longer-lasting batteries. This approach led to a 12% increase in revenue and a 10% rise in market share, earning recognition at the IPA Effectiveness Awards.
Why It's Important?
The success of Procell's campaign underscores the importance of strategic brand positioning in B2B markets, particularly in low-interest categories. By effectively communicating the broader value of its products beyond mere price, Procell was able to shift procurement professionals' focus from cost to overall value, including labor savings. This case highlights how B2B brands can leverage emotional and humorous marketing strategies, traditionally seen in consumer markets, to drive significant business outcomes. The campaign's success also demonstrates the potential for challenger brands to disrupt established markets by redefining value propositions and engaging stakeholders through innovative marketing tactics.
What's Next?
Procell plans to continue investing in the 'Battery Changer' platform, aiming to establish it as a long-term brand asset similar to the iconic Duracell bunny. The company is also exploring the integration of AI to personalize the campaign further and enhance its measurement capabilities. By targeting specific verticals like the hotel industry, Procell seeks to refine its marketing strategies and improve real-time effectiveness measurement. These efforts are expected to sustain the brand's growth trajectory and solidify its position in the industrial battery market.
