DURACELL
THe museum of the obvious

The right kind of creative risk can bring new life to old brands. This was what the Museum of the Obvious was all about.

The premise was simple: Duracell’s new rechargeable batteries (which came pre-charged) were such obvious advancements that they belonged in a museum of obvious inventions. So we made one. In addition to launching the new sku—this disruptive idea also influenced how our clients thought about the position and persona of the 90-something year-old brand.

Shortly after the website launched, Duracell revised its brand position from “Trusted Advisor” to “The Enthusiastic Engineer of Amazing Possibilities.” For me, it was exciting to see how a creative idea could influence the positioning of an iconic brand.

THE Results

• 50,000 visitors (in the first month)

• 5.1 million impressions

• Average session of five minutes

• 50% increased in online chatter about Duracell

• Product purchase intent 0f 92% after experiencing the museum