Duracell

Volker Kuhn, General Manager
Jeff Jarrett, Marketing Director
Win Sakdinan, Associate Director - Global Communications
Alison Tidwell, BBIC

Saatchi & Saatchi *Lead Agency

Peter Smith, Executive Director of Story and Content
Billy Leyhe, Creative Director
Mark Rolland, BAL, Global Equity Director
Caitlin Reynolds, VP, Acct. Director
Kevin Harrington, Strategic Planner

Citizen Relations

The Integer Group

Team Epic

Sam Riber, Sr. VP

Starcom MediaVest Group

As the leader in a declining category, Duracell had the most to lose in the increasingly irrelevant world of alkaline batteries. People were thinking about batteries less and were viewing the category leaders as completely interchangeable. To challenge this impending commoditization, we had to get people to talk about and feel something towards Duracell. Through a powerful insight, flawless execution, and impeccable timing, we were able to get Duracell batteries out of the junk drawer, into culture, and right off of the shelves.