Energizer is adding a ‘No Leaks’ promise across its best-selling lines, in response to research showing how three out of four consumers are left frustrated by leaking batteries.

The promise – a category first – is designed to highlight the point of difference over competitors and make the brand stand out during the key pre-Christmas sales period and beyond.

“We have always known how important it is for our batteries to be long-lasting, which is why we have the longest life battery in the market [Energizer Ultimate Lithium) and excellent performance across our entire range,” explained Mandy Iswarienko, Energizer marketing director – north west Europe.

“Our research shows that our ‘No Leaks. Guaranteed’ promise will also be a driving force for new sales, with 69% of shoppers saying this message would be very appealing and 50% saying they would be more likely to purchase”.

“Fortunately for us, our patented no leaks technology means that we are able to make that claim, which is why we will be shouting about it properly for the first time, ensuring we are delivering on consumers’ desire to buy batteries that deliver on quality, reliability and responsibility”.

The new promise will initially be made across the Energizer primary range – Energizer AA and AAA batteries – which are the most popular battery formats and account for 76% of category sales.

Energizer will be backing the move with in-store POS materials, including disruptive merchandising, free-standing display units in a variety of sizes as well as a full POS kit, to help retailers convert more shoppers to buy more batteries in-store.

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