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Energizer taps ad agency that embraces the bunny

Energizer taps ad agency that embraces the bunny

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Updated at 4:15 p.m. with comment from Energizer

Energizer Holdings has tapped a new advertising agency to put a jolt into its battery and lighting products.

The Town and Country-based company has selected San Francisco ad agency Camp and King as its ad agency of record, Energizer said Friday.

The pink Energizer bunny, a symbol of the brand used in its TV advertising since 1989, isn't going anywhere. 

"He is a great asset, and as we move forward, we want to move him to the forefront," Camp and King CEO Jamie King told the Post-Dispatch. 

The agency will oversee traditional and digital media for both the company's Energizer and Eveready brands. A new campaign will debut in October, King said. 

The campaign will focus on new, engaging ways that consumers can experience the Energizer Bunny, according to Energizer's Chief Consumer Officer Michelle Atkinson.

The ads will be "demonstrating the more expressive, flexible and alive part of his personality," Atkinson said in a release. "And his mantra (the tagline) may evolve to more powerfully connect with our consumers."

TBWA\Chiat\Day, Energizer's ad agency for more than 25 years, declined to participate in Energizer's review process for the creative work last year, according to industry publication AdWeek.

Lisa Brown • 314-340-8127

@lisabrownstl on Twitter

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