This year Panasonic is to launch a new global design. The change is part of an ambitious repositioning exercise over a number of years, with which Panasonic Energy Europe aims to reinforce its position as a leading player in the battery market.
The fact that Panasonic is a strong brand has been demonstrated in a report of Best Global Brands 2015 in which it achieved 65th place. The new global design is intended to give brand awareness an extra boost. Quite understandable, when you know that Panasonic Energy Europe is among the best in class when it comes to technology.
Last year new displays and a successful ‘Angry Birds’ promotion were used in-store to put the batteries in the spotlight. However, a recent consumer survey revealed that the packaging was too complex and failed to stand out. So, it was time for a thorough redesign, led by Belgium – as home to Panasonic Energy Europe’s European headquarters.
Packaging now features a reduced number of claims and there is a clear colour distinction between the different types. Packs also look both modern and dynamic, just as you might expect from a proper A-brand.
A new promotion featuring the release of the film “Spider-Man: Homecoming” will provide extra support as from 7 May 2017. More information will be issued shortly.
The retail partners in the various countries are already enthusiastic and the new design has received much support in Japan. Meanwhile something is moving in Zellik – where the ambitious eneloop expedition 2100 is getting started.