In a crowded media, it's becoming increasingly difficult to get noticed, especially with a product advantage well known to the consumer and generic to the category.

To bring out the idea of positive and negative, the poster has been kept similar to the battery, both in colour and shape. And because Duracell Batteries have such an iconic design, we were even able to do away with thelogo, keeping the design pure and true to the idea. So that the design stands out in the clutter, inviting consumers to take a closer look at the campaign.

While it's too early to tell, initial reports on like-ability, comprehension and particularly brand recall, were very positive. Even though we did not have a logo in any of the communication.