Neutering the Energizer Bunny

In Misc. on June 7, 2006 at 12:57 pm

I’ll file this one under “things I could never make up, but somehow someone got paid for it.” From Brandweek.com daily updates…

“The Panasonic Battery Corp. today launched “Neuter Your Bunny,” a public awareness effort promoting pet-rabbit neutering while also drawing attention to its new line of batteries, which it would seem is attempting to go head-to-head with the Energizer battery…and its iconic ad bunny. Confused? Yeah, we were too. See if you can follow this: Panasonic is touting its new Oxyride Extreme Power batteries. It claims in a release that right about now is when folks who got the kids a rabbit for Easter are realizing that maybe this wasn’t the best idea. So Panasonic will neuter some bunnies on Wednesday, June 14, (In New York; where else?) courtesy of its battery line. The company will also make a $10,000 donation to the House Rabbit Society. It’s all explained much better than we could ever do at NeuterYourBunny.com. We’re pretty easygoing when it comes to promotions and PR campaigns, but this one is a little out there, even for us. Think we’re kidding? Wait ‘til you see the Web site. Odd, indeed.”

This is a high school prank, not a multi-million dollar advertising campaign. Is this what it takes to get the attention of the US battery-buying public? Quite literally to remove the genitals of your competitors?? Brandweek nailed it on this one: Odd, indeed, and I’d add scary to the list. Next from this ad firm: Six Flags Theme Parks promotes their newest roller coaster by attacking Disney World and Mickey Mouse through distribution of free mouse traps and bait stations for one-day all across the Bronx? This is nothing new, though, in the world of dirty politics.

Also check the amazing-it-exists “Hopper Home Bunny Blog” for info on this ad campaign, and more general bunny-related items. Just plain odd.


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