Duracell has partnered with Brazilian esports organisation paiN Gaming on a marketing initiative to promote its new Optimum battery line to consumers in Brazil. The collaboration involves the production of a multi-video campaign, reflecting a broader movement of traditional consumer brands engaging with the gaming audience.
This initiative by Duracell is part of a strategy to rejuvenate its brand communications by engaging with the esports audience. The move follows a similar path taken by other traditional brands, such as coffee company Melitta, which also recently entered into a partnership with paiN Gaming. By aligning with one of Brazil’s most popular esports organisations, Duracell makes its first step towards connecting with this younger community.
The campaign consists of three videos featuring paiN Gaming athletes and influencers. The first episode has been released on the social media and YouTube channels of both brands. It features a narrative where the Duracell Bunny mascot enters a training room and assists Counter-Strike 2 (CS2) player João “snowzin” Filho.
The storyline suggests the player regains energy and can play with “30 times more force” after using the Optimum batteries. The campaign also includes League of Legends influencer Matheus “dyNquedo“ Rossini and paiN’s Free Fire players, Gustavo “Gus” Costa and Willian “Noda“ Oliveira.
Luis Estrada López, SVP of Duracell Latin America, stated, “At Duracell, innovation is at the centre of everything we do and we are always looking for ways to improve the performance of our batteries. With Duracell Optimum, we reimagined what an alkaline battery can deliver.”
Sharis Endres, CMO of paiN Gaming, said, “We are very happy to announce the joint campaign and I hope it is just the beginning of an excellent partnership with the brand and its consumers.”
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