Duracell's Emotional Sidedeparture from its traditional performance-based commercials, Duracell here created a new emotional platform that leverages trust as a powerful equity of the alkaline battery brand. The company, a part of Gillette, Boston, unveiled its new "Trusted Everywhere" advertising campaign earlier this month with three new television spots, "Power of Light," "Earth and Space" and "Winning."

Duracell's Emotional Side

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