Energizer Holdings advertising & marketing assignments

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Selected Energizer advertising

Diversified group Energizer Holdings split into two separate companies in 2015, with the spin-off to shareholders of its power business. The new Energizer Holdings business is now focused primarily on batteries and lighting products, though it has recently added on several acquisitions in the auto care sector including Armor All, STP and others to establish a leading position in that market. Its predecessor company was the first to commercialise dry cell batteries at the end of the 19th century and it is now the overall global leader by share in portable power with the Energizer and Eveready brands. It widened its lead in 2019 with the purchase of value-priced brand Rayovac as well as Varta in Latin America and Asia Pacific. (These brands, as well as the Armor All auto care business, had previously been owned by Spectrum Brands). In the most valuable segment of alkaline (as opposed to zinc carbon) batteries it still ranks #2 behind arch-rival Duracell. Duracell is also local leader in the US. Across both segments, Nielsen estimated Energizer's global share in 2019 at almost 41% to Duracell's 34%. (Bizarrely, both companies lay claim to the Energizer bunny brand mascot. Energizer invented it and uses it in North America; Duracell has it in Europe and elsewhere). The old Energizer company had also extended its range with a series of acquisitions in other sectors. In 2003, it became the global #2 in blades and razors following the purchase of the Schick and Wilkinson Sword brands, and further strengthened its position in 2010 with the acquisition of #3 player American Safety Razor. The group entered the general personal care sector in 2007 with the acquisition of Playtex Products, whose brands include Playtex tampons and rubber gloves as well as Banana Boat and Hawaiian Tropic sunscreens. Following the spin-off of the battery business, the personal care company adopted the new name Edgewell Personal Care. The new Energizer's revenues hit a new high of $2.7bn for year ending Sep 2020, with net income of $47m. Mark Lavigne succeeded Alan Hoskins as CEO in 2021.

Capsule checked 22nd September 2021

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Advertising expenditure for Energizer? See ranking of Declared Advertising Costs

Who are the competitors of Energizer? Energizer's main competitors Duracell and Panasonic. See Consumer Electronics sector

Recent stories from Adbrands Update:

Adbrands Weekly Update 18th Jan 2018: Energizer is doubling down on the battery business with a deal to acquire the competing units of rival Spectrum Brands for $2bn. The latter owns Varta and Rayovac batteries, which have a significant following in Europe and Latin America. Combined sales are around $870m, a little over half the sum generated by Energizer's existing battery business. In the US, the addition of Rayovac will lift Energizer's market share to around 40% (compared to 46% for Duracell). Spectrum is still seeking a buyer for its collection of home appliance brands, including Remington, George Foreman and Russell Hobbs. [Updated: Energizer was subsequently obliged to sell back Varta in Europe to appease regulators.]

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