Duracell

Building a Better Battery Pack

You don’t get to be the #1 trusted battery brand by resting on your laurels. When Duracell was ready to debut Optimum, an alkaline battery with a new cathode system, the packaging team knew the experience had to look and feel different. Additionally, the brand had identified key insights to consider: consumers were frustrated by battery storage, often losing them to the abyss of junk drawers; and retailers needed a better way to optimize the battery category at shelf. Our solution included broad store auditing to understand the battery environment across mass and convenience retailers, followed by a collaborative innovation workshop with real-time prototyping that grouped ideas by sustainability, user experience, and manufacturing feasibility. The resulting Optimum packaging was a sleek, resealable box that offered at-home storage, and enabled a retailer presence that maximized inventory for dramatic brand blocking. Since launch, Duracell Optimum has experienced significant market success, proving that the brand’s pursuit of innovation will never lose power.