A Tale of Two Bunnies - Strategic Marketing

A Tale of Two Bunnies

Everybody knows who the Energizer Bunny is – he’s the only sunglass-wearing, drum-beating bunny on TV – but not everyone knows the story behind the bunny. The Energizer Bunny is the most popular bunny in commercials, but he wasn’t the first to be cast in the role of “battery bunny.” Duracell had a bunny, too. In fact, Duracell had a bunny first.

According to advertising legend, Duracell was the first to run TV spots featuring a bunny. Energizer’s bunny commercial only started as a spoof on the Duracell spot, but Energizer’s spoof became so popular that a whole campaign was built around it. The campaign was successful enough that the term “Energizer Bunny” became part of our everyday vernacular. If you wanted to say that someone had an endless supply of energy, you would say they were like the Energizer Bunny. The result was that people eventually came to associate the “battery bunny” with Energizer and not Duracell.

Now fast forward a few years. When Duracell opted not to renew its bunny battery trademark in the U.S., Energizer was smart enough to grab it. As a result, the Energizer Bunny has cemented its place on American TV, and if you want to see another bunny beating a drum you’ll have to watch it on YouTube.

And now you know the rest of the story…