Energizer bunny ousted by new CSR friendly slogan

Changing a well known branding logo and marketing tagline is brave at the best of times, when it has proven to be one of the most successful for over twenty years it could be regarded as foolhardy but a well known company are doing exactly that in part to demonstrate their renewed commitment to CSR, the environment and the role they play.

Unless you’ve just arrived on earth or never watched television before you’re surely aware of the Energizer Bunny that keeps going…and going…and going. The famous pink rabbit and his (her?) drum have been the tagline and media face of Energizer now for twenty one years. Energizer are retiring the long eared success story this month to launch a new marketing strategy that looks to harness consumer support to help the company change the world. The company recognises that customers expect more from manufacturers and plan to launch a series of cause marketing campaigns that will reinvent the established brand.

The new tagline is “Now That’s Positive Energy” and please join me if it made you wince just a little. Not exactly amazing is it? I’m not sitting in a Wall St office being tasked with a new slogan and under pressure but off the top of my head I’d suggest ‘Charged for Positive Change’ would have been a little better, plus it’s a bit of a battery pun too. However let’s look at the changes in store.

Energizer are launching a charitable program in the US supporting the National Parks system that will encompass programs that include tree planting initiatives and science education programs.  Kent Hatton is the brand group director of Energizer Canada, based in Mississauga, Ont. and added:

“It’s bringing a real spirit of positive energy to the world at a time when we need it, coming out of a global recession, and there’s a real need for optimism. We believe that everyone has the power to make a positive impact on the world around them.”

The company is also focusing on improving its products, just launched is a new lithium battery which they say will offer a lifespan up to eight times longer than an alkaline battery. In turn creating far less waste as result. The company have also launched a new website NowThatsPositivEnergy.ca that promotes energy saving ideas and asks everyone to participate to be part of the solution. The site asks the public to share their stories of change and also is the launchpad of their $100,000 campaign to support Evergreen.ca in Canada who are leaders in creating more livable environments in urban areas throughout the country. The site is definitely worth a visit.

Improving recyling rates is another part of the strategy and there is certainly room to improve. Its estimated that only 5% of the billions of batteries sold in North America annually are recycled with the remainder typically ending up in landfills. Energizer are looking to both improve the lifespan of their products but also improve awareness and education about the topic. Its a bold and significant change that will bring the company’s CSR platform to a new audience. I’m excited but I fear I might miss that rabbit.

Visit the new Energizer site here associated with the rebranding.

Learn more about Evergreen.ca by visiting their site. http://www.evergreen.ca/

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