THE LONGEST LASTING BATTERY by Scholz & Friends Berlin for Panasonic

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THE LONGEST LASTING BATTERY

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Industry Batteries
Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Michael Winterhagen
Art Director Walter Ziegler Serviceplan
Copywriter Michael Schoepf Serviceplan
Released January 2011

Credits & Description

Category: ii. Core FMCG
Advertiser: PANASONIC
Product/Service: ALKALINE BATTERY
Agency: SCHOLZ & FRIENDS BERLIN
Date of First Appearance: Jan 15 2011
Entrant Company: SCHOLZ & FRIENDS BERLIN, GERMANY
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Michael Winterhagen (Scholz & Friends)
Art Director: Walter Ziegler (Scholz & Friends)
Copywriter: Michael Schoepf (Scholz & Friends)
Account Manager: Salvatore Amato (Scholz & Friends)
Agency Producer: Diana Wuttge (Scholz & Friends)
Media placement: Packaging - Electronics Retailers - 14.01.2011

Describe the brief from the client
Increase sales and attract new target groups for the Evoia AA alkaline batteries from Panasonic by designing a new packaging.

Describe the challenges and key objectives
The selection of alkaline batteries is huge and the products are often exchangeable. To show electronic device costumers that the Evoia AA alkaline batteries from Panasonic are longer lasting, the new packaging design needs a clear visual idea.

Describe how you arrived at the final design
Evoia AA alkaline batteries’ from Panasonic hold the Guinness Record as the longest lasting alkaline batteries of the world. In fact, they last twice as long as comparable products. The new packaging shows this in a simple way: Designed for eight batteries, the packaging carries only four.

Give some indication of how successful the outcome was in the market
The eye-catching packaging inspired retailers so much, that many of them presented it at premium instore-placements. Another reason why our promotion packaging drew much more attention than the generic packaging of the competitors. During the promotional period from January 1st to February 13th 2011 over 50,000 units were sold – a more than 25% increase on the projected sales of 40,000 units.