Duracell and Lucasfilm have partnered to create a Star Wars themed campaign.
The collaboration, ahead of the release of Star Wars: The Force Awakens, includes TV advertising, digital and social media support, as well as in-store activity and a series of limited edition Star Wars packs.
In addition, the brand has been selected as the battery of choice for the newly issued Hasbro lightsabre.
Available now, until February 2016, the limited edition packs feature Star Wars characters including: Kylo Ren, BB-8–, Stormtroopers, Chewbacca, C-3PO and R2-D2.
To support the initiative, a new TV ad, which is on air now, features the iconic Duracell Bunny battling the dark side.
P&G Western Europe marketing director for Duracell Javier Hernandez said: “Since 1973, the Duracell Bunny has been at the heart of the brand, demonstrating its long lasting performance. Duracell batteries power many devices across the globe and we’re thrilled to be joining forces with Lucasfilm and Hasbro to bring avid fans a limited collection of Star Wars battery packs and lightsabres.
“In terms of key sales periods, retailers should be prepared for the sales peak in the run-up to Christmas as consumers buy more battery-driven gifts and toys. A large allocation should be given to Duracell AA and AAA packs as these are superb for rewarding the consumer at this time of year and offer great value.”