Example of a Failed Advert

This is a classic example of an advertising which has generated a lot of talk value but with rather dodgy result is the Energizer battery Bunny. The Bunny passed the test by making both the Letterman and Leno shows repeatedly. What the Bunny didn't pass is the sales test, which was trully paramount. In fact Energizer has 29% of the US market while Duracell has 38%.

Funny thing is, while everyone knows the Bunny, not everybody knows Energizer! Some people think that the Bunny is the Duracell Bunny. A contestant on one American quiz show lost $10,000 making that very mistake. While the advertising campaign was a great success, the brand is a lot less successful.

One of the problem with the Bunny campaign is that Energizer is a No.2 brand, and 'generic' advertising solgans are generally associated with No.1 brands. "Just Do It" is associated with Nike, the No.1 brand of athletic shoe. "Whassup?" is associated with Budwiser, the No.1 brand of beer. So the Bunny is often associated with Duracell.