The batteries manufacturer has invested in a Christmas TV advertising campaign that will reach an estimated audience of more than 18 million consumers. It will air from this evening (Monday December 3) across multiple channels including ITV, Channel 4 and Sky 1, focusing on primetime slots. And for the first time, the brand is dedicating 13% of its spend to on-demand channels from November 23.
Entitled ‘Max and the Train’, the campaign offers a nostalgic look at Christmas over the decades with VARTA at the heart. Viewers see a young Max and his toy train, powered by batteries, enjoying the festive season from the 1980s through to today. The advert aims to ‘show the importance of batteries and how they power special moments in our lives’.
VARTA trade marketing manager of UK & Ireland Clare Rix commented: “It’s incredibly important to VARTA that we invest in the UK market and support retailers, so I’m thrilled to continue our festive TV advertising this year. Anything we can be doing to help remind consumers to stock up on batteries at the peak sales period is important to us.”
The TV campaign follows a major brand refresh by VARTA which includes the launch of new packaging and a new brand slogan – ‘In Service for You’ – which conveys how the brand is a reliable partner at a consumer’s side.