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Battle of the Bunnies: Energizer vs. Duracell

Monday 14 March 2016

5 minute read

By Sarah Burns

Energizer has filed a lawsuit against rival battery brand Duracell. It's strange that two rival brands can get away with not only having the same furry animal as its mascot, but both are pink too! 

The Duracell bunny had its debut appearance in 1973 with its first TV slot not until the early 1980s. The fluffy pink creation was simple and, lets face it, cute! The advert had a huge impact and the Duracell bunny was shown in campaigns across the globe. 

Today, that is not the case. Duracell made a huge mistake in allowing the trademark of the bunny to run out for global campaigns and Energizer successfully seized an opportunity to trademark it themselves to make a rival bunny.

That's why only Europeans know of the Duracell bunny - as the trademark didn't run out in Europe. If you ask an American about the battery brand with the pink bunny, they will link it to Energizer! 

Energizer first introduced their version of the bunny in 1989, which comes wearing flip flops and sunglasses. 

Both bunnies have been successful in their respective territories, with most being familiar with the term "You're like the Energizer/Duracell bunny" referring to someone with lots of energy. 

Although this has been the status quo for a few decades, in recent years, the Energizer camp has had its fur ruffled as Duracell bunnies seemingly pop up in US stores.

The dispute stems from the original trademark chaos in the 80s, resulting in a mostly confidential agreement in 1992 allowing Energizer to use the bunny in the US and Duracell use it elsewhere.

Duracell Bunny commercial in 2013 

 

Energizer files a lawsuit

The lawsuit has come as the result of the Duracell bunny appearing on packaging that has recently showed up on packaging in US stores and online. Energizer is even saying in the lawsuit that since their original complaint to Duracell the sightings have increased! 

Energizer is seeking an injunction and monetary damages. The company recently parted ways with the agency that developed its bunny into one of the best-known advertising characters, TBWA\Chiat\Day. Despite that, there are no signs of it giving up the bunny mascot, with Energizer's Chief Consumer Officer, Michelle Atkinson stating that the bunny will only be "bigger and bunnier" with new agency, Camp and King. [Source: Adweek]

The battle of the bunnies continues! 

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