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<strong>Consumer Products
Energizer
Product Brand Positioning / Brand Messaging Platform</strong>

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<h1><span style="color: #808080;">We helped Energizer execute on its business strategy to expand its master brand into new product categories that represent the brand’s bigger future.</span></h1>
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<h2><strong>Energizer, known all over the world by its beloved Energizer Bunny, has been growing its brand value bringing new products to consumers that leverage it’s brand equities in portable power. When Energizer’s new product marketing team was planning to introduce a cordless inductive charging platform for electronic devices, they were facing three fundamental challenges.</strong></h2>
<strong>First, inductive charging of electronic devices is a technology that was still evolving a universal manufacturing compliance standard within the industry. Secondly, consumers were not familiar with the technology or its use. And finally, Energizer could not claim “first to market” with this type of product. Through our Catapult Innovation method, we were asked to provide strategic and creative guidance in developing a value proposition, product positioning, brand messaging strategy and product nomenclature system that would serve as the foundation for all channel marketing activities supporting the product launch.</strong>

<strong>Brand Innovation</strong>
We began by introducing this technology to a select group of consumers who considered themselves early adopters and influencers in their use of electronic devices.  We helped the product marketing team discover important insight on what really mattered to consumers when they charged their electronic devices, which devices were most essential to them, and why those particular devices were most important.

Through this discovery, we provided strategic recommendations on how best to target, define and differentiate the value proposition to tech-savvy, early adopter consumers. While competitive products featured multi-device charging, we recommended that Energizer position its product within a narrow frame of reference– smart phone charging only.  Consumers had high emotional involvement in their smart phone. How they kept their smart phones powered was of significant importance to them.

Through quantitative concept testing of several positioning ideas, product naming and nomenclature platforms, we were able to validate a compelling go-to-market messaging strategy focused on what mattered most to smart phone users.

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<h2><span style="color: #808080;">Like their smart phones, tech-savvy consumers want life fully charged and ready to go at all times.
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From this strategic positioning, Energizer's marketing team could begin to develop key product messaging. Taking this idea once step further, we provided creative guidance for the descriptive product nomenclature featured on packaging and marketing communications, as well as the visual look and feel of various retail channel communication touchpoints.

<strong>Business Outcome</strong>
<strong>Now known as the <a href="http://www.energizer.com/inductive/default.aspx" target="_blank">Energizer Inductive Charger</a>, the product was successfully introduced in late 2010, and can now be found in major retail outlets in the US including Target, Best Buy and Home Depot. Energizer was also successful in developing the product to feature a universal inductive charging standard known as Qi (pronounced chee). This universal compatibility standard allows any electronic device that is Qi compatible to be charged on the Energizer Inductive Charging Station.</strong>

<strong>You can learn more about our Catapult method for introducing new products and inventing new brands <a href="http://www.pullinc.com/how-will-you-innovate-your-future/" target="_blank">here.</a>
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