I Buy My Own Batteries

Client name
Duracell
Program name
I BUY MY OWN BATTERIES
Date
June 2023
Cheetos

Challenge Duracell sells billions of batteries, but when was the last time you thought about them? It’s an invisible product, in a lot of ways. That requires Citizen to seek out partnerships and moments that give Duracell an interesting cultural (and brand) connection.

INSIGHTS Some of the best viral moments come from a brand’s ability to mobilize at the speed of pop culture, and that’s exactly what we were prepared to do with Ariana after seeing the infamous battery clip from VPR.

Cheetos
Cheetos

IDEA We developed social content featuring Ariana and cheeky VPR references and made this timely newsjacking partnership about new beginnings and the importance of not settling for anything less than premium.

RESULTS The video quickly went viral, and we secured top-tier coverage and executive interview opportunities for the brand. We now have an army of people online who are not only thinking about Duracell as a brand that shares their values, but pledging brand support too!

6.7B

media impressions

89

media placements

32.8M+

video views

124.7K

video shares

$61M

ad value