Duracell vs. Energizer: How One Legal Slip Cost a Brand Its Most Powerful Asset
- Hotspex
- Apr 11
- 2 min read
What happens when a brand forgets to protect its most iconic asset? It loses it—forever.
The Duracell Bunny was born in 1973, drumming its way into consumers’ minds as the face of long-lasting battery power. But if you’re in the U.S., you’ve only ever seen Energizer’s Bunny.
Why? Because Duracell made a mistake—and Energizer seized the opportunity.
This isn’t just a legal loophole. It’s a masterclass in why Distinctive Brand Assets (DBAs) can make or break a brand.
The Costly Mistake: How Duracell Lost Its Bunny in the U.S.
Duracell introduced the original pink bunny in the ‘70s. It was fun, energetic, and deeply associated with battery longevity. The problem?
Duracell didn’t renew its trademark in the U.S.—a critical error.
In 1988, Energizer swooped in, launched its own version of the bunny (with sunglasses, a drum, and a smug attitude), and locked down the U.S. trademark rights.
Result?
In the U.S., the Energizer Bunny owns the space.
Outside the U.S., Duracell still uses its original Bunny.
Two bunnies. Two brands. One massive missed opportunity.
The Power (and Risk) of Distinctive Brand Assets
A Distinctive Brand Asset (DBA) is anything—color, sound, shape, character, symbol—that makes your brand instantly recognizable without needing a logo.
When protected and used correctly, DBAs:
· Create instant recall (Think McDonald’s arches or Netflix’s "ta-dum" sound)
· Give brands a competitive moat (Try imagining Tiffany without its blue.)
· Drive consumer trust & loyalty (Familiarity = Preference.)
But when mismanaged? You can lose years of brand equity to a competitor overnight.
What Brands Can Learn from Duracell’s Mistake
1. Protect Your DBAs Like They’re Your Lifeline
Trademarks matter. If it’s iconic, lock it down—globally.
2. Own Your Category with DBAs That Go Beyond Logos
Think of the Nike Swoosh, Mastercard’s color circles, or Alka-Seltzer's “Plop Plop Fizz Fizz” sound. These brands aren’t just memorable—they’re unmistakable.
3. If You Don’t Reinforce Your Assets, Someone Else Will
Brands that don’t actively protect and evolve their DBAs risk losing them to more strategic (or aggressive) competitors.
Duracell thought their Bunny was untouchable—until Energizer took it.
The Hotspex Edge: Future-Proofing Your Brand’s DBAs
At Hotspex, we help brands:
· Identify their strongest DBAs before competitors do.
· Measure their impact to see what’s resonating with consumers.
· Protect & reinforce their assets so they stay distinctive, ownable, and powerful across every touchpoint.
Want to make sure your brand doesn’t lose its most powerful asset? Let’s talk.
What’s the most iconic Distinctive Brand Asset you can think of? Drop it in the comments!
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