Duracell and Lucasfilm have announced a new partnership and creative campaign ahead of the release of Star Wars: The Force Awakens.

The collaboration includes TV advertising, digital and social media support, as well as in-store activity and a series of limited edition Star Wars packs. In addition, the brand has been selected as the battery of choice for the newly issued Hasbro lightsabre.

The limited edition packs will be available until February 2016 and feature Star Wars characters including the newest member of the dark side Kylo Ren and new droid BB-8–, as well as Stormtroopers, Chewbacca, C-3PO and R2-D2.

To support the initiative, a new TV ad which is on air features the Duracell Bunny battling the dark side.

Javier Hernandez, western Europe marketing director for Duracell at P&G, comments: “Since 1973, the Duracell Bunny has been at the heart of the brand, demonstrating its long lasting performance. Duracell batteries power many devices across the globe and we’re thrilled to be joining forces with Lucasfilm and Hasbro to bring avid fans a limited collection of Star Wars battery packs and lightsabres.

“In terms of key sales periods, retailers should be prepared for the sales peak in the run-up to Christmas as consumers buy more battery-driven gifts and toys. A large allocation should be given to Duracell AA and AAA packs as these are superb for rewarding the consumer at this time of year and offer great value.”

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