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Energizer® introduces new consumer-focused brand identity fronted by iconic Mr Energizer™

Looking for a partner with super strength, an upbeat outlook, quick wit, endless endurance and dedication to powering the next adventure or achievement, big or small? Look no further. Mr EnergizerTM is your answer, and he’s more vibrant than ever.  
(L-R) Mr Tan Suang Jak, Channel Director for Modern Trade, Energizer® Holdings Inc, Ms Diane Lee, Business Director – Malaysia & Singapore, Energizer® Holdings Inc, Mr Thean Onn Kee, Channel Director for Traditional Trade, Energizer® Holdings Inc, Mr Aaron Abner Ang, Senior Brand Manager – Malaysia, Singapore & Indonesia, Energizer® Holdings Inc


Energizer®, makers of Energizer® Ultimate Lithium™, the world’s longest-lasting AA battery, today introduced the brand’s new global re-energised look in the Malaysian market. This includes new packaging, in-store displays, logo and advertising for its battery product lines, as well as an even more prominent role for Mr EnergizerTM, the brand’s beloved charismatic character. The new visual treatments, to be rolled out nationwide in Malaysia beginning June 2019, will provide a contemporary look with a lighter, brighter presentation and a helpful new approach, with distinct colours deployed to help consumers more easily and intuitively find the best product to suit their needs. Whether it’s the world’s longest-lasting Energizer® Ultimate Lithium™ AA battery, a lithium coin battery or an Energizer Recharge® rechargeable battery, the new packaging and colour schemes will help consumers quickly identify the right choice and be on their way.

“We spent three years developing our new look, talking with consumers and researching their preferences to deliver an experience that’s both powerful and fun,” said Diane Lee, Business Director – Malaysia & Singapore, Energizer® Holdings Inc. “They told us they want bright, clear and helpful packaging that will stand out in a cluttered aisle. And we know they love Mr EnergizerTM, so we’ve made sure consumers will get more of him and his larger-than-life personality everywhere, from in-store to our advertising.”  

“The Energizer® brand has been trusted by Malaysians for more than 40 years. With a reenergised brand and more intuitive packaging to help consumers make the right choice every time, we are confident in growing our brand from strength to strength in Malaysia while maintaining the proven formulas that they have come to know and trust. Beyond that, we are also introducing our new Max Plus™ range today to give consumers even more of the long lasting power they want, besides announcing a collaboration with Booking.com that will take Malaysians further on exciting journeys,” she added.

Mr EnergizerTM is the embodiment of physical energy, a living Energizer® battery who’s quick with a wink and a smile and always up for a new challenge or a friendly competition. He’s an animated character who lives in the real world and marvels at it with curious enthusiasm. His lasting endurance and fun-loving personality reflect the spirit of the Energizer® brand.

The changes represent the first major update to the Energizer® look since 2008, and will come to life across the entire Energizer® portfolio, starting with batteries.

Introducing Max Plus™ - Energizer®’s No 1 Longest Lasting AA & AAA alkaline batteries
In conjunction with the reenergised brand, Energizer® also introduced the new Max Plus™ range – Energizer®’s No 1 Longest Lasting AA & AAA alkaline batteries. The new line of performance alkaline batteries is designed to have increased energy density, power storage and optimised voltage, to give Malaysian consumers even more of the performance they seek. Energizer® Max Plus™ batteries – the longest lasting alkaline batteries from Energizer® yet, have a 12-Year Shelf Life[1] and last up to 14% longer[2] during use, thus creating less waste from the disposal of drained batteries.

Energizer® Holidays campaign lets Malaysians travel more in partnership with Booking.com
Energizer® is taking Malaysians even further with the newly reenergised brand, in a global partnership with Booking.com for the Energizer® Holidays campaign. In Malaysia, customers will be able to redeem a RM95 rebate from Booking.com and be eligible for the ‘Win A Year Off' global draw, where Malaysian residents stand a chance to win RM30,000 worth of Booking.com credits.

To participate, Malaysian residents aged 18 and above just need to purchase a new pack of Energizer® batteries, battery chargers or flashlights and register your full name, email address and the barcode from the pack at https://www.energizerholidays.com/my/. In Malaysia, registration is open within the Promotion Period of 12.01am on 1 July 2019 to 11.59pm on 30 September 2019. Following this, you will receive an email at the address provided with a unique code/link, which will entitle you to a RM95 rebate for your next Booking.com accommodation costing at least RM300. Each Booking.com accountholder is entitled to only one rebate claim.

When you register your details and the barcode on the campaign website, you will also be concurrently entered in the 'Win A Year Off' global draw. The winner will be chosen randomly and announced on the campaign website. The prize will be delivered via a prepaid Mastercard loaded with RM30,000 issued to the winner, and is eligible for any accommodation of the winner’s choice on Booking.com.
                                                                                               
For full details of the contest terms and conditions, please visit the Energizer® Holidays campaign website at https://www.energizerholidays.com/my/
                                                                                               

About Energizer Holdings, Inc.              
Energizer Holdings, Inc. (NYSE: ENR), headquartered in St. Louis, MO, is one of the world's largest manufacturers of primary batteries and portable lighting products and is anchored by its two globally recognized brands Energizer® and EVEREADY®. Energizer is also a leading designer and marketer of automotive fragrance and appearance products from recognized brands such as Refresh Your Car!®, California Scents®, Driven®, Bahama & Co.®, LEXOL®, Eagle One® and Nu Finish®. As a global branded distributor of consumer products, our mission is to lead the charge to deliver value to our customers and consumers better than anyone else. Visit www.energizerholdings.com for more details.



[1] AA & AAA only
[2] Compared to Energizer® Advanced™ AA in digital audio

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