Duracell bunny
The Duracell bunny is the advertising medium and mascot of the US brand Duracell . He is best known in the German-speaking area . In the United States and Canada , a similar advertising character is known as the Energizer Bunny .
background
The Duracell brand advertises household batteries . A pink, upright plush bunny appears in many of their commercials . He carries a small drum in front of him, on which he drums around with drumsticks in his paws . The spots show how identical rabbits , which are said to be powered by batteries from competitors who are not named, run out of energy one after the other, while the Duracell rabbit continues to drum tirelessly. In other commercials, sports such as skiing and kayaking , boxing , football and marathons are always reenacted with the result that the Duracell bunny wins without any problems.
history
According to Duracell, the drumming rabbit was first used in the United States in 1973. He was called there "Drumming Bunny" ( Eng. "Drumming Bunny"). With this figure, Duracell wanted to illustrate that the alkaline batteries , which were new at the time, are better and allow longer operating times than the zinc-carbon batteries of the competition.
Criticism of the advertising character
In addition to countless parodies and corruptions , the Duracell bunny is criticized and censored in certain countries . In China , for example , it was classified as “non-compliant” because it is forbidden under Chinese law to lie and / or exaggerate excessively in commercials. Therefore, the rabbit appears in China on the original packaging, but as a sprinting comic figure.
literature
- Hinrich Lührssen: 25% on everything without a plug: advertising taken literally . Rowohlt, Reinbek 2011, ISBN 3-644-43791-2 , p. 56.
- Nadine Kannwischer: Cultural area- specific use of the communication-political instruments of advertising in the consumer goods industry using the example of the People's Republic of China . Diploma theses agency, 2008, ISBN 3-8366-2155-X , p. 60.