Procell (owned by Duracell) wanted to let businesses know that cheaper batteries actually cost more, because they need changing more often. Which means having to pay someone to change them.

We simplified this message into a single thought: 

The Battery Changers. A costly duo whose sole job
is to change the batteries in your business.

With this idea we rebuilt the Procell brand, setting the Battery Changers up as a long running platform. The pair are still finding work in inefficiently run companies all over the world. 

“This campaign has got us into conversations we didn’t have the right to be in.”
– Duracell CMO.

12% increase In revenue, driving significant growth
14% increase In “most often purchased” battery

Won APG Grand Prix & Gold 2025
Won Gold for best B2B and Silver at IPA awards 2024