campaign Implementation Brief
Eveready Energizer as one of the longest lasting clients of Carassi Caspian for the first time ever launched Energizer Alkaline batteries in the MENA region in 1982. That has been registered as one of the biggest achievements of the agency group to handle the creative, media planning and media buying and packaging innovation of Energizer products under the presidency of Tom McCubbin. The agency handled Eveready and Energizer brands for nearly a decade in the Middle East and North Africa from 1980 to 1990. Carassi Worldwide also handled the Energizer and Eveready accounts on a national basis then as part of Ralston Purina in Canada in both English Canada and in French-speaking Quebec Canada for a decade and a half from 1986 up to 2002. Concurrently Carassi Worldwide at the time competed with Ted Bates Canada, thereafter with Chiat Day Canada– named TBWA Canada — and for years onward competed with DDB Needham Canada. Carassi Worldwide held on to its national share of print creative, media planning and media buying for over 15 years while the other part of account was passed on from one multinational — Ted Bates — to the other — TBWA on to DDB. Carassi Worldwide internationally handled numerous launches that involved on-going creative, brand activation, promotions, media planning and media buying for all Energizer and Eveready batteries and flashlights in MENA.
Problem: Eveready batteries were mainly used for flashlights and audio gadgets. The idea was that necessarily an Alkaline battery is not needed for use in such devices. Yet to show the outstanding value for money and quality of carbon zinc batteries against Alkaline for specific device usage in the MENA region.
Solution: Large size retro flashlight and recording tapes were made as very large props for proper lighting. The shots delivered credibility and accountability for the product and the very specific product usage of the batteries were demonstrated through the TV commercials.
The TV commercial was scripted, directed and produced by Mark Carassi, Creative Director of Carassi Worldwide.
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