Eveready, the manufacturer of battery and lighting products, has unveiled a fresh logo and a new tagline in its bid to captivate the attention of the younger consumer generation. The brand’s revamped tagline now reads: ‘Give Me Power. Give Me Red.’
The redesigned logo features the iconic ‘Cat O-9’ emblem, symbolizing a cat’s nine lives, placed beside what the brand refers to as an ‘infinity loop’. This departure from the previous logo, where the ‘Cat O-9’ occupied the center of a red and yellow ellipse, signifies a strategic transition in Eveready’s trajectory.
Anirban Banerjee, Eveready’s Senior Vice President & SBU Head (Batteries & Flashlights), explains that this evolution aligns with the brand’s expansion into new product categories, necessitating a contemporary and relevant identity.
Banerjee states, “Our journey involves transformation, encompassing people, innovation, growth, and diversification into new segments. While the rebranding is pivotal from a marketing standpoint, it is equally crucial in reaffirming the brand’s pertinence.”
Since its inception in 1905, Eveready has commanded a dominant position in India’s battery sector, presently accounting for over 50 percent of the battery market share, as stated by Banerjee.
The renowned ‘Cat O-9’ logo has remained a constant since 1930, sustaining a consistent appearance for four decades with the red ellipse becoming synonymous with the brand. However, the recent transformation raises questions about diluting the brand’s heritage.
Banerjee responds, “Eveready is a household name, extending beyond batteries. In the 90s, it acquired a cult-like status. Nonetheless, after two decades, we evaluated its relevance. We recognized the need to rejuvenate its identity while retaining certain elements of its legacy.”
The incorporation of the ‘infinity loop’, a stylized version of the mathematical infinity symbol, symbolizes Eveready’s intention to venture into new product categories. Banerjee elaborates, “Within the battery domain, we’re pursuing a significant push towards alkaline batteries. We’re also aggressively advancing flashlight innovation, lighting, and other areas.”
With this expansion initiative, the brand is dedicating substantial resources to promote these products for heightened visibility. “Our focus is on flashlights and lighting products, employing media to inform consumers about our presence in these domains and set us apart from competitors.”
This reimagined identity might catalyze a broader shift in the brand’s marketing approach. In light of Eveready’s expansive strategy, Banerjee was asked about potential upcoming product launches.
He reveals, “Following the rebranding, we’re poised to introduce our complete line of alkaline batteries, ‘Ultima’, within the next month. We’re also emphasizing rechargeable flashlights. Our recent campaigns underscore that our flashlight is India’s fastest-charging model.”
Simultaneously, the brand is running a campaign for the ‘InstaCharge’ bulb, which automatically illuminates after only 3-4 hours of charging during electricity outages. These products emphasize enhanced power, aligning with the new tagline.
Regarding target demographics, Banerjee discloses, “Batteries span various age groups. An intriguing aspect is that more remote controls equate to more batteries. Demographics are largely determined by device ownership. Younger consumers use batteries for high-drain devices, parents for toys, and older individuals for health-oriented gadgets.”
Nonetheless, the primary target group for Eveready remains consumers aged 20 to 40. The brand’s media mix predominantly revolves around television, supplemented by digital platforms.
“We undertake awareness-building efforts digitally, but television remains the cornerstone of our marketing and advertising efforts. Print also plays a role in specific regional languages.”
Concerning sales and distribution, Eveready predominantly operates through conventional channels. Banerjee asserts that general trade channels contribute over 95 percent of the business, while digital channels contribute a mere five percent.