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The Duracell Bunny is an anthropomorphic pink rabbit powered by Duracell batteries, and trademarked for use in all parts of the world except the United States and Canada.
Mallory Duracell launched the Duracell Bunny campaign in 1973, with the “Drumming Bunny” television advertisement, created by the Dancer Fitzgerald Sample advertising agency. The ad depicted several pink toy bunnies drumming, which, by the end of the spot, had only one still running – that being the one powered by a Duracell alkaline battery. As an alkaline battery, Duracell made the claim that it ran several times longer than older technology zinc-carbon battery brands of the time.
When the Duracell Bunny debuted in North America in 1973, it was slated to be just a one-shot character in the “Drumming Bunny” advertisement. Duracell purportedly trademarked their bunny, but by 1988, that trademark had lapsed. Sensing an opportunity, Duracell’s North American rival Energizer created a parody of the “Drumming Bunny” in 1988. Energizer’s parody ad began much as Duracell’s original 1973 ad did, except that midway through the discussion of which drumming rabbit would last longest, it was interrupted by the Energizer Bunny, a different pink rabbit wearing sunglasses, flip-flops, and beating a bass drum. Energizer created a multi-year campaign around the Energizer Bunny. While the campaign was regarded as entertaining advertising, the Energizer Bunny was initially often confused for the Duracell Bunny in stores, and between 1988 and 1991, Energizer’s market share actually shrank in comparison to Duracell’s. Energizer subsequently tuned their advertising campaign, packaging, and in-store displays, successfully growing its market share compared to Duracell in the 1990s. There are significant differences in appearance between the two companies’ mascots — the Energizer Bunny wears sunglasses, has larger ears, is a different shade of pink, and has a different body shape. Also, while the Energizer Bunny is a single rabbit, the Duracell Bunnies are a species. The Duracell Bunny advertising campaign has evolved, and Duracell Bunnies are usually depicted as doing something other than beating a drum as they did in the original 1973 advertisement.
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