{"id":43060,"date":"2025-06-17T20:43:06","date_gmt":"2025-06-17T20:43:06","guid":{"rendered":"https:\/\/isafespend.com\/?p=43060"},"modified":"2025-06-17T20:43:07","modified_gmt":"2025-06-17T20:43:07","slug":"duracell-sues-energizer-alleges-false-advertising-campaign","status":"publish","type":"post","link":"https:\/\/isafespend.com\/?p=43060","title":{"rendered":"Duracell Sues Energizer, Alleges False Advertising Campaign"},"content":{"rendered":"<div>\n<p>Duracell, the company known for its copper-and-black-colored batteries, is suing rival Energizer, known for its bunny mascot, over what it claims is a &#8220;confusing and misleading&#8221; television and online advertising campaign.<\/p>\n<p>The complaint, which Duracell filed in federal court in Manhattan last week, took fault with Energizer&#8217;s statement in a new ad campaign that Energizer Max batteries last 10% longer than Duracell Power Boost batteries.<\/p>\n<p><b>Related: <\/b>Reddit Sues $61.5 Billion AI Startup Anthropic for Allegedly Using the Site for Training Data<\/p>\n<p>Duracell claims that Energizer only took one industry standard into account when making the statement, and that battery performance is also determined through other standards.<\/p>\n<p>Duracell claims to have suffered &#8220;irreparable reputational harm&#8221; due to the ad campaign, which Energizer launched earlier this month on TV, YouTube, Facebook, and Instagram.<\/p>\n<p>&#8220;The Energizer Max false advertising is a clear effort by Energizer to expand its market share \u2014 at Duracell&#8217;s expense \u2014 by confusing and misleading consumers about the comparative performance of Energizer Max batteries and Duracell Power Boost batteries with blatantly false advertising in a transparent, and unfair, effort to drive sales,&#8221; the complaint read.<\/p>\n<p>One YouTube ad from Energizer from June 2 shows the company claiming: &#8220;There&#8217;s no competition. Energizer Max outlasts Duracell Power Boost by 10%.&#8221;<\/p>\n<p><iframe loading=\"lazy\" title=\"Energizer | Last Battery Standing :30\" width=\"768\" height=\"432\" src=\"https:\/\/www.youtube.com\/embed\/Ap3z4Qi46IQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>Duracell wants Energizer to pay monetary damages and stop running the ads.<\/p>\n<p>This is the latest legal battle between Duracell and Energizer \u2014 the companies have been suing each other over advertising claims for years.<\/p>\n<p>Energizer sued Duracell in September 2019 over Duracell&#8217;s claim that its Optimum batteries lasted longer than rival batteries. Duracell filed a legal complaint against Energizer a year later over claims that Energizer Max batteries lasted up to 50% longer than other batteries.<\/p>\n<p>In December 2020, Duracell and Energizer agreed to voluntarily dismiss their lawsuits.<\/p>\n<p><b>Related: <\/b>&#8216;Extraordinarily Expensive&#8217;: Getty Images Is Pouring Millions of Dollars Into One AI Lawsuit, CEO Says<\/p>\n<p>Energizer brought in revenue of $2.887 billion in 2024 compared to Duracell&#8217;s $2 billion. However, Duracell claims to have a greater U.S. market share. The company said in 2020 that it had a 45% share of the U.S. market for alkaline household batteries compared to Energizer&#8217;s 26% share, per <i>Reuters<\/i>.<\/p>\n<p>Duracell is owned by Warren Buffett&#8217;s Berkshire Hathaway, which bought Duracell from Procter &amp; Gamble in 2014. The deal added Duracell to Berkshire&#8217;s portfolio of more than 60 businesses, including Dairy Queen ice cream, Geico auto insurance, and Benjamin Moore paint.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.entrepreneur.com\/business-news\/duracell-sues-energizer-alleges-false-advertising-campaign\/493437\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Duracell, the company known for its copper-and-black-colored batteries, is suing rival Energizer, known for its bunny mascot, over what it claims is a &#8220;confusing and misleading&#8221; television and online advertising campaign. The complaint, which Duracell filed in federal court in Manhattan last week, took fault with Energizer&#8217;s statement in a new ad campaign that Energizer<\/p>\n","protected":false},"author":1,"featured_media":43061,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[49],"tags":[32],"class_list":{"0":"post-43060","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-investing","8":"tag-featured"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Duracell Sues Energizer, Alleges False Advertising Campaign | iSafeSpend<\/title>\n<meta name=\"description\" content=\"Duracell, the company known for its copper-and-black-colored batteries, is suing rival Energizer, known for its bunny mascot, over what it claims is a\" \/>\n<meta name=\"robots\" content=\"index, follow, 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