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Energizer gives mascot a makeover in first rebrand since 2008

​It hoped the new visual treatments will provide a contemporary look with new colours to retain existing customers.

Battery brand Energizer has launched its first rebranding exercise since 2008 to ensure its products are top-of-mind for consumers.

At the rebranding event in Singapore, the American CPG giant created new packaging, in-store displays, logo and advertising for its battery product lines, as well as gave its mascot, ​Mr Energizer, a makeover

​It hoped the new visual treatments will provide a contemporary look with new colours to retain existing customers and acquire new ones.

“We spent three years developing our new look, talking with consumers and researching their preferences to deliver an experience that’s both powerful and fun,” said Lori Shambro, the vice president of global marketing at Energizer.

“They told us they want bright, clear and helpful packaging that will stand out in a cluttered aisle. And we know they love ​Mr. Energizer, so we’ve made sure consumers will get more of him and his larger-than-life personality everywhere, from in-store to our advertising.”

In the United States and Canada, the Energizer Bunny is the mascot of Energizer's batteries.

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