Michelle Atkinson, CCO de Energizer
Energizer´s pink bunny celebrated 27 years in the market and according to Michelle Atkinson, CCO of the brand, this year its image will be getting a makeover with more humanlike movements and expressions. “He´s getting a bit of a makeover” she said. The company organized a focus group to know if the bunny resonates with millennials and they discovered it did, but that they wished to see him in a new way “so we transformed him” added Atkinson. The executive explained that it has been a very complex operation, since they have such a popular mascot. The surveyed group suggested not changing its signature accessories (dark sunglasses and flip flops), give him an increased range of motion and also facial expressions. “He’ll be more realistic and able to move” Atkinson said. “And he has a new hop. He’s still a toy, but he’s taking on more of a human expression” said the CCO.His first renewed appearance was in the New York Fashion Week. Now he will appear on YouTube and Spotify to show his new humanlike moves.According to a 2008 survey, 95% of consumers recognizes the brand´s icon pet, wears shades, shuffles around in flip-flops and beats a drum.
TBWAChiatDay: Las nuevas metas de Energizer ya no están en sintonía con nuestra agencia
