Breaking through the clutter
When Johnson Controls introduced their new line of Energizer Automotive Batteries in WalMart stores, they were looking for a method to break through the clutter at point of sale and drive incremental sales during their top selling season. Their key competitor was Champion Batteries. We suggested that a good tactical approach when products are at performance and price parity is to add value to the product through a free on-pack. Using unique, custom packaging that prevented pilferage and resisted deterioration next to the acidic fluids in the batteries, we offered a series of free automotive and boating related premiums on-pack. Ranging from glove box flashlights to tie-ins with brands like Armor All and Thill, the on-packs increased sales by over 40% in tests and became a regular marketing tool for the product line.