Energizer is supporting the launch of its longest-lasting AA alkaline battery, Max Plus, with a new TV campaign.

Kicking off in August and airing on TV now, the brand’s new-look Mr. Energizer plays a starring role in the advert, which is designed to showcase the longevity of Energizer’s latest battery.

The new ad is being shown on ITV, Channel 4 and Sky channels and is expected to reach nearly 8.5 million people. 

Lori Shambro, vice president of global marketing at Energizer Holdings Inc, said: “Energizer Max Plus underscores our commitment to innovation and providing consumers with long-lasting, reliable power and this TV advert further highlights our ambition for this new range.

“Our performance AA alkaline batteries power the devices consumers use most with the best performance from Energizer yet, so you can feel confident knowing you have power when you need it.”

The Energizer Max Plus battery range is available to convenience stores in primary battery formats, starting with an AA four pack (rrp £5.00).