A brand reading
Duracell.
Hero Endurance as virtue.
The Bunny that keeps going has been going since 1973. It is the most durable form of the Hero: not winning the race, outlasting it. Duracell sells batteries by selling the relief of not running out.
The reading.
Hero with a Sage counterweight, expressed.
- Character
- Hero
- Drive
- Mastery, growth, prowess, determination, command.
- Fear
- Weakness, failure, incompetence, inefficiency, incapability.
- Strategy
- Make a positive impact by solving hard problems and equipping people to overcome them.
- Counterweight
- Sage
- Opportunity
- Batteries fought on price. Endurance-as-heroism was unclaimed.
- Diagnostic
- Expressed
The Hero as endurance. Duracell does not sell winning the race, it sells outlasting it, and the bunny is the demonstration. The Sage counterweight is the quiet claim of tested reliability.
Famous spot
The Duracell Bunny, ongoing