Jason Chan
BRAND & MARKETING STRATEGY
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Duracell

Duracell wanted to revitalize their iconic brand, and turned to us to build it back up, beginning with social media. Across Twitter, TikTok and Instagram, we recognized that when the team you’re cheering for is an underdog, rebuilding for the future, you need to dig deep to find the positives. In doing so, we found small victories each race, something to cheer for and consistently brought positive energy to the fans of Williams Racing team. Duracell has since become synonymous with the team, and drives much of the social conversation each race weekend, generating significant awareness and consideration to F1 audiences and beyond.

In the first six months of our engagement, we relaunched the Duracell x Williams Racing F1 partnership, with a huge volume of social posts, 1:1 engagement and live race coverage. We created on the ground activations at the 2023 Miami Grand Prix, and turned Duracell into the most active F1 sponsor on social media. We used our presence in social to stir up conversations in pop culture, which led to a timely partnership with Ariana Madix, helping reposition the Duracell brand from one purely about functional performance to a brand that provides emotional allyship.

Did you know 9 out of 10 American fans will be cheering for someone else this weekend? We finally have a driver in the race. It’s time to back him. Duracell is behind Logan Sargeant. Why aren’t you? #GetBehindLogan