Energizer Targets Tuners via DUB
The Energizer Bunny is hanging with gearheads for a hip-hop concert and auto tour next year.
Energizer Holdings cut a deal with DUB Magazine, an urban automotive lifestyle magazine, to sponsor the 2006 DUB Magazine Car Show and Concert Tour, which travels to 14 cities starting in February. Energizer gets promotional and retail support, including die-cast car premiums, a co-branded Web site and an appearance in MTV’s Cribs. Energizer and DUB are finalizing the brand’s ad support for 2006.
The partners announced their deal with a sweeps at the 2005 Specialty Equipment Market Association (SEMA) Show in Las Vegas last week. The grand prize, a tricked-out Dodge Charger called the Orange Whip, will be awarded at the SEMA Show next fall.
St. Louis-based Energizer will use DUB to tout e2 Titanium Technology batteries to “tuners”custom-car enthusiastsand other younger consumers.
The partnership “demonstrates our company’s mission to find innovative ways to engage consumers,” said Energizer VP-Marketing Jeff Ziminski in a statement. “Our focus for the e2 brand is a younger audience who lives and breathes its individualism in every aspect of their being, and the partnership makes complete sense to accomplish this goal.”
Meanwhile, Energizer is sponsoring ESPN’s fall series, Bound for Glory: The Montour Spartans, a reality show that follows a small-town football team through a tough season. A separate deal with the Susan G. Komen Breast Cancer Foundation donates up to $350,000 to the foundation through sales of pink batteries and flashlight/battery combo packs. Both tie-ins support Energizer’s marketing tagline, “Keeps Going.”
