Blog Post 4

Time and place is everything and even more important in the advertising industry is innovative ideas at the right time in the right place. Duracell, of Procter & Gamble, did just this in the wake of tragedy from Hurricane Sandy on the East Coast. Duracell provided charging battery stations in Lower Manhattan via charging trucks, to aid people who lost electricity at home and needed a place to juice up their electronics. (Neff, 2012) This act not only was great advertising and publicity, but also an act of service to those affected by Hurricane Sandy.

(Neff, 2012)
http://adage.com/article/news/duracell-brings-charging-stations-battery-park/238078/

This act of service is a follow up of strong advertising the company did in areas that were predicted to be hit by Hurricane Sandy, so people could stock up on Duracell products. If people came did not stock up on Duracell products before the storm, people in need could come to the station and grab batteries to take home to put in flashlights and other such items.

Duracell also has brought publicity to its new product that was launched earlier this year called “Duracell Powermats” which charge devices wirelessly. At the moment, the product has only been used in Starbucks locations. During the disaster of Hurricane Sandy, people are flocking outside of Starbucks in Boston and New York to recharge their devices via the Powermats. (Strange, 2012) Below is the ad campaign for the Powermat featuring Jay-Z. 

Mr. Sakdinan, a spokesman for Duracell, said from a marketing perspective, “That this is what the brand is about—empowering people through devices; connecting their families.” (Neff, 2012) The brand has positioned itself to be more than a product and show how love and concern for loved ones has a connection with the brand. Through the disaster of Hurricane Sandy, Procter & Gamble and Duracell have taken advantage greatly of not only promoting their new Powermats, but also creating awareness of the brand through helping people during a time of need. 

References: 

Duracell Powermat (2012, July 25). The NEW Duracell Powermat Featuring Jay-Z [Video file].

          Retrieved from: http://www.youtube.com/watch?v=80OkY3HFrMM

Neff, Jack. (2012, October 31). Duracell Brings Charging Stations to Battery Park after Hurricane 

         Sandy. Ad Age. Retrieved from: http://adage.com/article/news/duracell-brings-charging-
         stations battery-park/238078/

Strange, Adario. (2012, October 31) Duracell and Starbucks test wireless charging stations in
         Boston. DVice. Retrieved from: http://dvice.com/archives/2012/10/duracell-and-st.php