Energizer Bunny Stickers - Energizer | Clapboard Ad Archive
Energizer’s 2018 campaign Energizer Bunny Stickers brings the unstoppable power and irreverent energy of its pop culture mascot into the heart of digital conversation, leveraging Camp + King’s strategic insight into both consumer behavior and the staying power of ongoing brand characters. With thirteen iMessage stickers—six animated and seven static—launched on the App Store and amplified through a dedicated social promo video, the electronics brand translates the Bunny’s visual iconography, slogans, and universally recognized catchphrases into everyday text vernacular, inviting users to enliven their digital communication with the character’s signature pink ears, drum, dark shades, and playfully resilient attitude. In contrast to traditional narrative-led campaigns, the creative work epitomizes what Clapboard’s taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities—with the Bunny’s persona serving as both brand anchor and medium, reinforcing Energizer’s long-held claim to endurance and ubiquity through micro-interactions that mirror the spontaneity and persistence of the mascot himself. The agency’s execution is tightly focused on embedding the Bunny into mobile communication, capitalizing on frequent social mentions and habitual texting patterns to situate the brand not as an interruption but as a native part of everyday play and connectivity, embodying the brand’s proposition in a lively shorthand designed for seamless sharing. The stickers’ design choices—like using the Bunny’s head as the O in an LOL message or strapping him to a jet pack in Gotta Go—extend his visual language into new dimensions, while catchphrases such as Still Going and YASSS tap into contemporary digital expression, ensuring the mascot remains both familiar and freshly relevant in the tech-savvy consumer landscape. The campaign, produced for the competitive electronics and technology category, marks Energizer’s first foray into digital social assets and shows how legacy brands can recruit established characters for modern-day resonance without diluting core brand equity. Clapboard rates this 64/100. By embedding the Energizer Bunny within the fabric of mobile interaction, this campaign demonstrates how ongoing character assets can be effectively redeployed to meet consumers where they connect most.
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