Energizer

Product Line Extension

How might we move Energizer beyond the battery aisle?

 

The ask: Develop a product line extension for Energizer.

The problem: The age of the iPhone is reducing our need for batteries.

Brand shift: Energizer is a power company, not a battery company.

The solution: A single-use, wireless cell phone charger that moves Energizer out of the battery aisle.

 
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Situation

While Energizer makes a variety of products, people only know them as a battery brand. And batteries today are mostly associated with simple household devices like remotes, flashlights, and alarm clocks.

Challenge

Smartphones are replacing many of these single-purpose electronics, and batteries are seeing a decline in sales. Aside from the obvious (losing money = bad), batteries feel outdated, and that makes the Energizer brand feel irrelevant.

Brand shift

Energizer has a long history of innovation and firsts, from the first dry cell battery to the first batteries for hearing aids. The brand has always stood for connecting people to the world around them. At its core, Energizer is a power company, not a battery company.

 

Positioning:

Energizer powers the world around you.

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Opportunity

Power the device that runs our lives and connects us to the world, our cell phone.

People feel stressed when their phone battery gets low because they feel cut off from the world.

90% of us panic about losing power on our phones.

Insight

People don’t plan for emergencies in their daily lives.

72% of people don’t carry a phone charger with them at all.

Only 10% of people with portable chargers remember to recharge them after each use.

 
 

Line Extension:

Energizer Power Patch

A single-use, wireless portable cell phone charger.

 
 

How it works

The Energizer Power Patch is similar to a sticker in that you peel the backing off and stick it on your phone. The Patch uses inductive charging to increase your phone’s battery life. It’s a single-use product that is not meant to replace your phone charger, but to be used as a quick fix when you can’t afford to have a dead phone.

Distribution & placement

Power Patches will be sold in packs of two, six, and eight in convenience stores and big box retailers like CVS, Walmart, 7-11, and Target. Point of purchase displays will be on countertops by the register where traditional phone chargers are sold in order to move Energizer out of the battery aisle.


 
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From → To

Batteries → Power

Outdated → Relevant

Powering the home → Powering the world around you

Final Thoughts

I loved this project because I got to bring a higher-level brand perspective to product development and use innovation to solve a brand problem. Also, we got to play scientist and learned about inductive charging & lithium coin batteries.

 
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Made with my favorite Energizer bunny:

Ashley Devereux (creative brand management).