Exide Technologies
Automotive and Marine Battery Manufacturer


In what might be the ultimate commodity category, few people think about or have much brand preference when it comes to car batteries. Exide wanted to change that, and to persuade consumers that there are clear reasons to purchase an Exide battery over a competitive one.


Armed with consumer research that defined our best audience as "Good Parents," we developed a brand positioning campaign that drew from the emotions parents feel when their battery fails, inconveniencing their family. Executed primarily in national print, the campaign was extended into the Exide website, sales materials, trade shows and products themselves.


Exide's distribution embraced the new positioning, resulting in the addition of new accounts, and increased penetration in existing accounts. Consumer impact delayed due to reduction in media budgets.