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Duracell Bunny runs out of puff in latest ad


By John Glenday, Reporter

November 26, 2014 | 2 min read

Duracell’s famous marathon running pink rabbit has finally run out of puff in the battery brands latest commercial, after the Advertising Standards Authority deemed it to be ‘misleading’.

The latest ad saw the furry mascot go head to head with a troupe of 12 zinc battery powered gorillas in a drumming competition with, the Duracell bunny seeing them off one by one.

During the musical face-off a narrator intoned: ““You all know Duracell last longer than leading zinc batteries, but exactly how much longer?” When the last Gorilla ran out of juice it concluded: “Duracell. Lasts longer, much longer.”

The ASA ruled this was likely to ‘mislead consumers’ however, noting: “We considered the test data provided was not sufficient to demonstrate that the advertised product lasted longer than 12 leading zinc batteries consecutively used, in general usage, based on tests on a representative device. We therefore concluded that the ads were misleading. The ads must not appear again in their current form.

“We told Proctor and Gamble to ensure that future ads made sufficiently clear the basis of the comparison and to ensure that the presentation of comparisons was not likely to mislead consumers.”

The news comes after Duracell parent P&G announced plans to hive off the brand as a separate business under plans to streamline its operations.


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