Charging Forward : Energizer buys a Magic Bus ticket for the fall.

Posted on by Chief Marketer Staff

He may keep going and going, but even that peppy rabbit needs a ride every now and then.

Next October, battery maker Energizer Holdings’ hippity-hoppity pink mascot will get on board Scholastic Entertainment’s The Magic School Bus for a month-long trip into retail stores and schools around the nation.

The effort is tied to Energizer’s annual “Change Your Clock, Change Your Battery” campaign, which encourages consumers to change batteries in home smoke alarms when they set their clocks back for daylight savings time.

At the retail level, St. Louis-based Energizer will offer a custom 24-page children’s fire safety book featuring images from The Magic School Bus property. The booklet will be free with a purchase of two battery packs, and will be promoted on-pack and near-pack with P-O-P in thousands of mass, supermarket, drug, gift, convenience, specialty, and warehouse stores, says Scott Fuller, New York City-based Scholastic’s executive director of marketing. Getting on board the Bus is a good way to “target parents, teachers, and kids,” he says.

The booklet will be printed in English and Spanish, and will also be distributed in schools and fire stations. A 16-panel fire safety poster will accompany it. National FSIs will support.

The Zipatoni Co., St. Louis, handles the effort for Energizer, which has run an annual change-the-batteries effort during October – which is also Fire Prevention Month – for years.

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