Energizer faced obstacles entering the Japanese market dominated by established local brands, and struggled to gain visibility despite its global recognition.
Recognizing the need for an innovative approach, we identified the key occasion to highlight Energizer's relevance, and shifted the focus from batteries to portable lights. We set the brand as an essential part of Japan's disaster preparation kit – Bosai – and created stories that showcase the different purposes of different Energizer portable lights.
We told these stories through an original digital manga series titled "Let there be Light", using the extreme popularity of the medium to better promote our products, and show how to prepare for disaster using Energizer.
