Duracell, the world’s number one battery brand (IRI 52 week ending 14/10/17) has partnered with Disney’s Star Wars.

Duracell is launching a high impact marketing campaign, range of in-store POS and a TV advert, featuring branding from the new Star Wars: The Last Jedi film. The battery company is hoping to drive sales and category awareness over the festive season.

Around 60% of battery sales are made on impulse (IRI 52 week ending 14/10/17), and Duracell is hoping to allow retailers to capitalise on this trend. Retailers will have access to header cards and eye-catching fixtures that can help display batteries more effectively.

Christina Turner, associate marketing director at Duracell UK, said: ”At Duracell, we’re passionate about working in partnership with our customers to help them make the most of this key Christmas occasion. This year, we are excited to be teaming up with one of the most high-profile franchise partners in the galaxy, which we believe will be hugely relevant and engaging for shoppers. From high impact TV advertising through to eye catching in-store display, we are investing in significant visibility-driving support to help retailers capitalise on impulse and – crucially – remind shoppers not to forget their batteries.”

The TV campaign will run until the end of December and the company’s full range is available now to the convenience sector.