Sears Launches DieHard Brand Alkaline Batteries

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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 battery.

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 director.

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, and 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 future.

To view the new TV commercial, go to

and click Media Gallery and then Video.


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