Rayovac introduces new alkaline battery

Advanced Battery Technology, Jul 2002

Rayovac has introduced a next-generation performance alkaline battery called Maximum PlUSTM.

The new product incorporates the latest advances in battery chemistry and internal cell construction, resulting in the longest-lasting Rayovac alkaline ever, with performance improvements of up to 11% over the current alkaline product (average improvement across all sizes). The new battery is already being shipped to customers.

Along with the new product, Rayovac has unveiled a whole new graphic look, incorporated in its logo, packaging, displays, and battery cells. The design features a new, high-tech, neon blue, black, and silver color scheme and "racetrack."

Part of the selection process for the new look included research with focus groups. Consumers were extremely positive about the new look, preferring it four to one over the current packaging.

"It was crucial that the new design symbolize the power and energy of Rayovac and also be applicable across all product lines," said Mark Zander, division vice president alkaline, lighting products and market research.

New television and print advertising, discount offers, and a newspaper insert will support and build awareness of the new packaging and the new alkaline battery.