More than 35 years after a DieHard battery charged a frigid car on a frozen lake in International Falls, Minn., as part of a television ad campaign, the battery brand is back at it.
This time, it’s alkaline.
On Sunday during an ESPN2 broadcast, DieHard will debut its television commercial for DieHard alkaline batteries. Instead of a Chevrolet Chevelle driving across ice, the new commercial will show a battery-powered remote control car.
“This new campaign clearly communicates that the quality of America’s most trusted auto brand is now available in alkaline batteries,” said George Kurkowski, director, DieHard Brand. “This allows us to connect with our customers on a more frequent basis whenever they need power for their devices.”
The broadcast advertising campaign will kick off on April 1 with the launch of the frozen lake TV spot. As “The Official Battery and Power Source of the National Hot Rod Association (NHRA),” the DieHard brand will debut this new spin on its classic frozen lake commercial during the NHRA Full Throttle Drag Racing Series, which airs on ESPN2 Elimination Sundays through November. Additional campaign assets will continue to roll out in the spring, including print, online and in-store advertising.
The Sears brand of batteries is available in Sears and Kmart and other retailers, including Chicago-based co-op True Value Hardware stores.
Kurkowski told Home Channel News that internal research showed the DieHard brand ranked third in the battery space -- a strong showing considering its limited exposure on store shelves. “People resonate with the DieHard brand in this space,” he said.