Page 71 - 100 Great Marketing Ideas (100 Great Ideas)

advertisements: more importantly, the key benefit of the product
came across extremely clearly. More recently, Duracell have been
able to do away with the other toys and use only the bunny—it has
been seen climbing mountains, canoeing, playing leapfrog, playing
soccer, and free running. The advertising was so successful that
Ever Ready brought out their own bunny to advertise Energizer,
but for legal reasons these ads have not been shown in Europe or
Australia.

In practice

• Consider your unique selling proposition—what does your

product have that others don’t?

• Try to create a playful icon.
• Use your icon in different contexts so that it remains fresh.

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