Energizer Takes Breath of Fresh Hare with Bunnier Side

The campaign unlocks opportunities for the Energizer Bunny to engage consumers and create moments authentic to his personality.

Energizer has launched a campaign to take its pop culture mainstay from 1989 to new places. Titled Bigger, Better, Bunnier, the multimedia push is the culmination of a year-long development process to align the Energizer Bunny’s iconic status with the rich media options from the current generation.

The combination unlocks new opportunities for said brand symbol to engage consumers and create moments which are authentic to his personality. The creative journey has resulted in an updated look and a jam-packed new agenda for the high-powered hare.

His appearance has been modified to capture his witty personality; he has trimmed down to reveal more expressive facial features. And although his flexibility and charisma have been elevated, certain aspects like his pink fur, sunglasses, and blue flip-flops will remain intact.

Alongside the mascot’s disruptive re-imagination, the battery giant’s tagline is getting a change from ‘Keep Going’ to ‘Still Going!’ to maintain the brand’s original essence. The refreshed style debuted at New York Fashion Week, showing off a new accessory at Angela Simmons’ active wear show.

The updated slogan aims to reinforce its long-lasting heritage and products. Moving forward, the fan-favourite character will be making a stir with some innovative appearances across several popular digital channels. The effort was churned out by creative shop, Camp + King.

“We know consumers love him so starting this month, we’re going to unleash the Bunny like never before, using today’s media landscape as a perfect playground for his disruptive nature to break through,” said Michelle Atkinson, Chief Consumer Officer at Energizer.

Without spoiling the surprise, she added that the Bunny is expected to show up on YouTube bumper ads just long enough to prompt a wha? or a LOL before users move along to their videos. According to her, he might even pop up as a Snapchat lens to exhibit his new sides.