Duracell launches holiday 'insurance' campaign

BETHEL, CT: Duracell is giving parents tips and tools to navigate the holiday season through its "Holiday Insurance Program" campaign.

BETHEL, CT: Duracell is giving parents tips and tools to navigate the holiday season through its “Holiday Insurance Program” campaign.

The company is publishing recommendations on the hottest toys of the season and tips on how to hide presents on Facebook. It is also featuring reviews from experts and kids, video content, and a toy giveaway for Facebook followers. Duracell is working with PR firm Citizen Paine on the initiative.

“Every year, we try to do something interesting that will help tell the brand story and help people celebrate the holidays. And in this case, it will help parents take some of the stress out of the holidays,” said Kurt Iverson, global external relations manager at Duracell.

To promote the effort, Duracell is partnering with musician Chris Daughtry. He will play an online concert that consumers can stream by “liking” the Duracell Facebook page.

“Facebook is a place where people don't necessarily want to hear about brand promotion, but if you can give them tools that improve their lives, then it makes your community a lot more valuable,” Iverson said.

Duracell will also donate 30,000 batteries to the Toy Industry Foundation to power toys for children in need this holiday season.

The company will also support the effort, which launched today, through traditional media relations and social media. Digitas will handle the digital marketing elements.

“With social media these days, you've really got to be always on, and the holidays gives us a good theme for this time of year,” Iverson said. “Now that we're into the holiday season, we're going to stick with that theme and hopefully bring people some things they can't get anywhere else.”

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