Energizer Japan - Let there be Light

How can Energizer gain visibility in the Japanese market, which is dominated by established local brands? We shifted the focus from batteries to another Energizer product to be more relevant to the market, gaining more marketshare for the whole brand.

An Opportunity:

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.