Energizer Bunny
The Energizer Bunny is the mascot for Energizer batteries in North America, known for its pink mechanical appearance, wearing sunglasses and flip-flops, and carrying a bass drum emblazoned with the Energizer logo.
History[edit | edit source]
The Energizer Bunny debuted on October 30, 1988, as a parody of Duracell's "Drumming Bunny" ad, which first aired in 1973. Duracell's trademark for its bunny mascot had lapsed by 1988, allowing Energizer to create its own version. Energizer's commercials featured their bunny marching into the scene, continuing to beat a bass drum long after other battery-powered toys had stopped. This was meant to symbolize the long-lasting power of Energizer batteries compared to others, especially highlighting the fact that Duracell was comparing itself to older, less advanced batteries.
In subsequent ads, the Energizer Bunny humorously interrupts fictional commercials for various mock products, from remedies to coffee, reinforcing its endless energy. Over the years, it has appeared in over 115 television ads, often with slogans emphasizing its long-lasting power. Initially, the slogan was, "Nothing outlasts the Energizer," though it was later modified following a legal dispute with Duracell. The Energizer Bunny also made appearances in pop culture, including spoofs such as in the 1993 film Hot Shots! Part Deux.
In the 1990s, Energizer Bunny advertisements were created by several companies, including Industrial Light & Magic, Cafe FX, and Method Studios. Eric Allard's All Effects Company handled most of the live-action Energizer Bunny work, with ILM taking over later commercials.
From 1993 to 1995, a series of ads featured a fictional competitor called "Supervolt," whose CEO, played by Rip Torn, tried to neutralize the Energizer Bunny. Villains like a Blofeld-like evil genius, King Kong, Darth Vader, and the Wicked Witch of the West all failed to stop the bunny due to their devices powered by Supervolt batteries running out.
In 2016, Energizer updated the Bunny with a slimmer, more expressive design, though it retained its iconic drum, flip-flops, and sunglasses. Despite the campaign's popularity, some consumers mistakenly associated the ads with Duracell, causing confusion and potential harm to Energizer's sales.
In Popular Culture[edit | edit source]
The Energizer Bunny has become synonymous with things that seem to last endlessly. U.S. political figures like George H. W. Bush and Howard Dean compared themselves to the bunny. The term "Duracell Bunny" holds a similar meaning in Europe and Australia.
Energizer was the corporate sponsor of Star Tours at Disneyland and Disney's Hollywood Studios, with the Bunny featured in themed ads. The Bunny appeared in the Macy's Thanksgiving Day Parade from 2006 to 2011, and in 2007, TY released an Energizer Bunny Beanie Baby as a Walgreens exclusive.
Legal Challenges[edit | edit source]
1990 Duracell Trademark Dispute[edit | edit source]
In response to the success of Energizer's 1988 parody and subsequent trademarking of its bunny, Duracell revived its Duracell Bunny campaign and sought a new U.S. trademark, citing its original use of the bunny in 1973. This led to a legal dispute that was settled out of court on January 10, 1992. Under the agreement, Energizer secured exclusive rights to the bunny in the United States and Canada, while Duracell retained exclusive rights everywhere else. As a result, Energizer phased out its bunny in most countries, replacing it with "Mr. Energizer" in certain markets, although in some Latin American countries, the Energizer Bunny continued to coexist with the Duracell Bunny.
1991 Adolph Coors Lawsuit[edit | edit source]
In 1991, Energizer sued the Adolph Coors Company for copyright and trademark infringement, claiming that a Coors advertisement featuring comedian Leslie Nielsen was a parody of Energizer's bunny ads. In the commercial, Nielsen wore rabbit ears and banged a bass drum, with the tagline "It keeps growing and growing!" The court ruled in favor of Coors, noting that Nielsen was not a toy and did not run on batteries, making the content substantially different from Energizer's ads.
2016 Duracell Distribution Lawsuit[edit | edit source]
In February 2016, Energizer filed a trademark infringement and contract violation lawsuit against Duracell, accusing the company of using a pink bunny in U.S. advertising, despite not holding any U.S. trademark rights for the character. Energizer also claimed that Duracell had breached an agreement governing the use of pink bunny trademarks in the U.S. Duracell countered that the incidents Energizer cited involved overseas distributors importing foreign packages, and that it did not have the power to stop them. In November 2017, a U.S. District Court judge dismissed most of Energizer's claims but allowed the breach of the 1992 territorial agreement to proceed.
