Expired: Duracell Powercheck innovation challenge

Duracell Powercheck innovation challenge

Think about the last time you threw away batteries. Were they really empty? It is hard to tell. European recycling authorities report that an astounding 1 out 3 batteries are thrown out with battery power still left inside!

Most of us throw out batteries when a device stops functioning properly, but what we do not realize is that different devices require different amounts of battery power to work. So, for example, a battery might not have enough power left to make a toy car zoom across the living room, but it could provide months of power for a remote control or a clock.

Duracell launched a premium battery called Duracell Ultra. It not only lasts longer than Duracell copper & black batteries, but it has a unique feature called “Powercheck” which allows people to check how much power is left inside the battery so they can use up all the power they paid for. On the battery, there is a strip with two points on the two ends. By pressing the two points at the same time, the strip shows how much power is left in the battery. It gives people the security of knowing how much power their battery can unleash, and this ‘inside’ knowledge encourages people to transfer batteries from one home device to another to reduce power wastage. It is also good for the planet. But most importantly, Powercheck helps people use all the power they paid for before throwing it away. No wastage = savings.

Learn more about this feature here.

Duracell Ultra is 20% more expensive than Duracell copper & black batteries. Many consumers do not make the natural link between the Powercheck feature and saving money. Can you help Duracell communicate that Powercheck saves them money?

Creative Challenge

Inspire us by creatively communicating how Duracell Ultra with Powercheck saves people money they would otherwise throw away!   


  • #1 Prize €4,000
  • #2 Prize €2,500
  • #3 Prize €2,000
  • #4 Prize €1,000
  • #5 Prize €500

Deadline:- 27-12-2016

Take this challenge