Sears Launches DieHard-Brand Alkaline Batteries
By John Laposky On Apr 9 2012 - 3:01am
HOFFMAN ESTATES, ILL. —
last week kicked off a nationwide ad
campaign to officially launch its line of
DieHard-brand alkaline batteries.
The campaign celebrates 45 years
of the DieHard brand, which Sears
called “America’s most trusted auto battery
brand.” It debuted with a commercial
that recalls an iconic DieHard TV
ad from the mid-1970s in which a car
parked on a frozen lake in International
Falls, Minn., for three months starts
thanks to its DieHard battery.
The new TV spot is true to the original
series of commercial torture tests of
DieHard automotive batteries set in the
most extreme conditions. The DieHard
alkaline batteries in this case start a remote-
control toy car sitting on a frozen
lake in Bozeman, Mont.
“This new campaign clearly communicates that the quality
of America’s most trusted auto brand is now available in
alkaline batteries,” said George Kurkowski, DieHard brand
The new frozen-lake TV spot debuted during the National
Hot Rod Association Full Throttle Drag
Racing Series, which airs on ESPN2
Sundays through November. DieHard
is “The Official Battery and Power
Source of the NHRA.” Additional ads
will roll out in the spring, including print,
online and in-store advertising. A series
of online viral videos have also been
seeded around the web.
DieHard alkaline batteries are available
now in AA, AAA, C, D, 9V and rechargeable
batteries at Sears and Kmart
stores nationwide, as well as True Value
hardware stores, Sears.com
. Kurkowski told TWICE that
the batteries will be rolling out to retail
stores outside the Sears family as well.
The line will be “premium priced” according
Sears also markets work footwear in
its stores under the DieHard brand and will be rolling out a
line of DieHard flashlights later this year. Kurkowski said “it
is certainly possible” that the brand name will be extended
to other categories in the future.
To view the new TV commercial, go to www.searsmedia.com
and click Media Gallery and then Video.