Pink Bunnies in Marketing
If you’re ever looking for an interesting marketing read (besides MarketingSherpa, of course!), check out Robert Cialdini’s books on influence.
The two books I’m most familiar with are Yes! 50 Scientifically Proven Ways to Be Persuasive and Influence: The Psychology of Persuasion. Both books cite droves of research to help explain why people say “yes” to marketing offers and other requests. We recently published an article highlighting some of Cialdini’s strategies.
Both books are loaded with takeaways and interesting background stories. I found a particularly interesting piece of marketing history in Yes! concerning Duracell and Energizer.
I’ve always associated pink rabbits with Energizer, but “the very first pink, battery-powered bunny with a penchant for persistent percussion on television was actually the Duracell Bunny,” according to Yes!.
The book explains that over 15 years ago Duracell did not renew its U.S. trademark, which allowed Energizer to create its own drumming bunny.
“North American television viewers are accustomed to seeing their bunnies running on Energizer, whereas it’s Duracell for those in the rest of the world,” according to Yes!.
Confused? You’re not alone. People who saw the early Energizer commercials could not remember which company’s batteries were being advertised. “In fact, shortly after the ads became popular, it was Duracell’s market share that grew, while Energizer’s shrunk a bit,” according to Yes!.
Eventually Energizer put its bunny on store displays and product packaging as a memory aid, “to great success,” according to Yes!
Had you ever heard of the Duracell bunny?
Categories: Consumer Marketing, Marketing, Research And Measurement cialdini, Consumer Marketing, psychology