Duracell sells billions of batteries, but when was the last time you thought about them? It’s an invisible product, in a lot of ways. That requires Citizen to seek out partnerships and moments that give Duracell an interesting cultural (and brand) connection.

Along with our IAT partners VaynerMedia and EssenceMediaComm, we developed social content featuring Ariana and cheeky Vanderpump Rules references and made this timely newsjacking partnership about new beginnings and the importance of not settling for anything less than premium.

The video quickly went viral, and we secured top-tier coverage and executive interview opportunities for the brand. We now have an army of people online who are not only thinking about Duracell as a brand that shares their values, but pledging brand support too!