Campaign
SMP: Duracell gives your batteries a safe second life by providing an easy, trusted way to recycle them.
Target Audience: Duracell frequent buyers. Parents, tech users, gamers etc.
Problem: Most people throw dead batteries in general waste, leaking toxic metals into soil and water and harming people and the planet.
Insight: Consumers want to feel responsible and eco-conscious, but battery recycling feels confusing and inconvenient.
Date: Sept 2025 (personal project)
Duracell
Tagline
Charge the Change
Duracell’s battery recycling initiative. This campaign concept reframes dead batteries as power for change.
Duracell already owns the battery aisle. By creating its own e-waste network and teaching customers what to do when power runs out, it can turn responsibility into brand leadership.
The Opportunity
I reframed recycling as a positive spark. Showing that when a battery’s charge ends, its power to help the planet begins.
The campaign introduces Duracell-branded e-waste bins placed beside the posters and positioned outside grocery stores and next to the battery aisle. Shoppers can drop off their used batteries while purchasing new ones, making responsible recycling easy and immediate.
The Idea
