Duracell Launches Battery Tie-In Ads

Bethel, Conn.— Two extensions of its "Trusted Everywhere" campaign that ties in promotional advertising with the DVD/VHS release of "The Lord of the Rings: The Two Towers," and with rock star Bon Jovi, have been announced by battery maker Duracell. The two new campaign extensions include 30-second TV spots and distinct promotional programs.

Building upon the emotional platform of the Trusted Everywhere campaign, the movie spot juxtaposes two compelling uses of Duracell batteries as a trusted source of power. The commercial, which debuted over late summer, runs on a variety of popular primetime and late night programs as well as syndicated and cable programming.

The spot reveals how Duracell is the only battery that the "Lord of the Rings" film director trusted to power key devices required to produce the technically intricate film. The advertising includes a wide variety of account-specific retail promotional offers, including a $5 savings on the DVD/VHS with the purchase of specified packages of Duracell batteries.

The second entertainment-based ad promotion centers on a 30-second spot featuring Bon Jovi. It highlights the use of Duracell batteries to power the band behind the scenes and on stage, including a wireless microphone.

A Duracell promotional tie-in with the band's upcoming album release was scheduled for a fall start-up announcement.