It’s the battery manufacturer the U.S. is familiar with. The commercials that everyone recognized, and the company that has recently used ethos as advertisement. Duracell uses storytelling in their commercials to sell their batteries.
Duracell originated via the partnership of scientist Samuel Ruben and businessman Philip Rogers Mallory, who met during the 1920s.The company produced mercury batteries for military equipment, and have progressed into a normal household battery.
In the 1970’s, they wanted to make a mascot for their company, but it didn’t end up working out for them. As many people know, the battery company Energizer has a rabbit as their mascot, but it wasn’t original. Energizer made the bunny to imitate Duracell’s mascot. The Duracell Bunny came out in 1973, with its first commercial in 1980.The Energizer Bunny was introduced in 1989 and while its appearance is different, the Energizer Bunny wears sunglasses, flip flops and is a brighter pink, it is clear for anyone to see that it has been created to rival the Duracell Bunny. There were plenty of court cases on the matter, but Energizer still stands and their bunny mascot trumped Duracell’s
Since the bunny marketing plan, they took a different approach- storytelling. They use ethos in order to draw in their audience. This commercial for example involves a deployed soldier using a battery powered bear to give to his daughter. This is implying that the Duracell battery lasted throughout the deployment, and it pulled on audience’s heart strings.
Their social media pushes for them being the “#1 trusted brand” and their commercials exemplify that by showing day-to-day situations in which the batteries have lasted. Their twitter and Instagram are all graphics of daily tools that involve batteries, saying “#1” or long lasting. Duracell has received criticism for their commercials, saying that they do not relate to batteries. My opinion is that they used a marketing plan that worked- I mean I have Duracell at home and their commercials bring a tear to my eye!