Marketing Moment 45: Energizer Bunny hops onto screens in 1989


Marketing Moment 45: Energizer Bunny hops onto screens in 1989

To celebrate the Ad Club of New York’s 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

Today we feature the Energizer Bunny as our marketing moment, one of the most famous brand mascots in the US.

According to Energizer, the battery brand’s iconic pink bunny “hopped onto the scene and into America’s hearts” in 1989. In his debut commercial, the Energizer Bunny drums away in his flip-flops and sunglasses, outlasting all of the other battery-powered toy bunnies.

Although DDB created the mascot in 1989, TBWA\Chiat\Day is the agency that turned it into the recognizable character we know today, according to Adweek.

Throughout his lifetime, the bunny has helped promote many of the brand’s products, including its zero mercury alkaline batteries that hit shelves in 1991 and its line of LED lights that debuted in 1997.

A balloon version of the Energizer Bunny has appeared in the Macy’s Thanksgiving Day Parade in recent years, and the mascot still appears in the brand’s advertising efforts today.

To submit your own favorite marketing moment, email and include ‘Marketing Moments’ in the header or tweet @TheDrum using the hashtag #marketingmoments. 

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