The pink bunny will keep going… and going… and going, but Energizer Canada is abandoning its longtime brand slogan “Keep Going” in favour of new global positioning: “Now That’s Positivenergy.”
Canada is just the second international market to adopt the new tag line, which debuted in the United States last fall. The positioning was developed by TBWA\Chiat\Day, which was named Energizer’s global agency of record last year.
The new positioning is intended to place the battery brand at the intersection of performance and social responsibility said Karyn Percival-Berry, brand leader for Energizer Canada, in Mississauga.
“Now that’s postivenergy is really symbolic of where performance and responsibility are paramount,” she said. “We know that today’s consumers are looking for that balance between performance and responsibility, and our new brand banner effectively communicates that.”
The Canadian debut of “Now that’s positivenergy” is being supported by a partnership with Evergreen–a national charity dedicated to developing and sustaining dynamic green spaces–that includes a $100,000 donation and a national campaign to support the charity’s efforts.
At the heart of the partnership is an initiative called “Do Something Little. Help Something Big.” Housed at NowThatsPositivEnergy.ca, the initiative encourages Canadians to pledge to perform positive acts like cleaning up neighbourhood litter or doing laundry in off-peak hours, with Energizer donating an additional $1 to Evergreen (up to $10,000) for every pledge.
The initiative is being supported by an online campaign and on-pack advertising on the company’s flagship Energizer MAX product. Media for the campaign was overseen by MEC.
