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CNN
13 hours ago
- Business
- CNN
Duracell sues Energizer, claiming ad campaign features ‘misleading' battery life claims
America's top battery brands are locked in a power struggle over battery life claims. Duracell has filed a lawsuit against Energizer, accusing the rival battery maker of running a deceptive advertising campaign. In a complaint filed in federal court in Manhattan on June 13, Duracell — which is owned by Warren Buffett's Berkshire Hathaway — alleged that Energizer's new ad campaign falsely states that its Energizer MAX batteries outlast Duracell Power Boost batteries by 10%. The ad's claims have caused Duracell to suffer 'irreparable reputational harm, including the tarnishing of its brand and loss of goodwill,' Duracell said in the complaint. Duracell alleged that the sole basis for Energizer's 10% claim is a comparison of the two brands' AA batteries under one industry standard, but battery performance is also measured by other standards, the company said. 'The Energizer MAX False Advertising is a clear effort by Energizer to expand its market share – at Duracell's expense – by confusing and misleading consumers about the comparative performance of Energizer MAX batteries and Duracell Power Boost batteries with blantantly false advertising in a transparent, and unfair, effort to drive sales,' the complaint said. Energizer's new ad campaign, which launched earlier this month, has been featured on numerous television channels, as well as on Facebook, Instagram and YouTube, the lawsuit said. One YouTube ad features Energizer's mascot, the Energizer Bunny, engaging in a head-to-head showdown with a battery that looks like a Duracell battery. 'There's no competition. Energizer MAX outlasts Duracell Power Boost by 10%,' the ad says. 'No fluff, just facts.' Duracell is seeking to halt Energizer's ads and for Energizer to pay monetary damages. Energizer did not immediately respond to CNN's request for comment.
Yahoo
17 hours ago
- Business
- Yahoo
Duracell sues Energizer over battery life claims
By Jonathan Stempel NEW YORK (Reuters) -Duracell has sued Energizer, accusing its rival of misleading consumers in a nationwide TV and online ad campaign about whose alkaline batteries last longer. In a complaint filed in Manhattan federal court, Duracell, owned by Warren Buffett's Berkshire Hathaway, said it has suffered irreparable harm and lost customer goodwill from Energizer MAX ads featuring Energizer's sunglasses-clad, drum-beating pink bunny. Duracell objected to claims that Energizer MAX outlasts Duracell Power Boost batteries by 10%, "beats" Duracell, is "proven to last longer," and "Lasts longer. 'Nuff said." It said Energizer based those claims solely on a comparison of AA batteries under the nonprofit American National Standards Institute's personal grooming standard. The claims "necessarily imply the false message that Energizer MAX batteries outlast all Duracell batteries," and represent "a clear effort by Energizer to expand its market share--at Duracell's expense," Duracell said. Energizer did not immediately respond on Monday to requests for comment. The complaint was filed on Friday night. Duracell accused Energizer of false advertising under federal and New York unfair competition laws. It is seeking unspecified compensatory and punitive damages, including lost profits, and an injunction requiring "corrective advertising." Duracell is based in Chicago, and Energizer in St. Louis. The companies have battled in court before. In 2019 and 2020, Duracell and Energizer sued each other in the Manhattan court over performance claims in ads for Duracell Optimum and Energizer MAX batteries. Both lawsuits were resolved and voluntarily dismissed in December 2020. The case is Duracell US Operations Inc v Energizer Brands LLC, U.S. District Court, Southern District of New York, No. 25-05020. Sign in to access your portfolio
