Float: Energizer Bunny

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Most of us remember the Energizer Bunny television advertisements that started in the late 80s.  The bunny, wearing oversized sunglasses and flip flops “interrupted” our commercials in all of its bunny glory.  What started as a parody of Duracell’s commercials developed into Energizer’s own breakthrough campaign.  The storyline was easily incorporated into other advertisements and the Bunny endured for years to come.  It has consistently symbolized the idea of perseverance and endurance, ironically describing both the product (long –lasting batteries) and the brand strategy itself.   By the 90s, the Energizer Bunny became recognized as a national symbol.  Today, this marketing icon is known as one of the top signature characters of the 20^th century.

Not surprisingly, the Bunny was introduced to the renowned Macy’s Day parade in 2006.  For its third parade appearance in 2008, with Macy’s permission, Energizer celebrated the Bunny’s 20^th birthday by bringing the commercial to life.   What is now known as the “Great Escape” involved pre-meditated police involvement for a surprise at the end of the parade route.  As the rest of the precession turned north onto Seventh Avenue, the Energizer Bunny continued its way down 34^th Street and kept “going…going…and…going”.  Attendees were very entertained and the campaign as a whole has continued to translate well to the nature of the brand.  Watch the Bunny’s Thanksgiving Day Parade video here.

By: Ashley Popham