Hoffman Estates, Ill. - Sears
this weekend will kick off a nationwide ad campaign to officially launch its
line of DieHard brand alkaline batteries.The campaign will celebrate 45
years of the DieHard brand, which Sears calls "America's most trusted auto
battery brand." It will debut 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
The new TV spot will be 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 will
debut 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 and
diehard.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 to Kurkowski.
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
To view the new TV commercial, go
to www.searsmedia.com and click Media Gallery and then Video.