MINI-CASE For Years, Energizer Batteries Used the Energizer Bunny in Its

Multiple Choice

MINI-CASE
For years, Energizer batteries used the Energizer Bunny in its television commercials. The bunny was cute, always beating a drum with the tagline, "The Energizer Bunny keeps going and going and going." Several of the ads were humorous and people could remember the battery ad with the bunny, but for a long time, people could not name the brand of battery. As a result, Energizer started putting the bunny on the packaging and using it in point-of-purchase displays in stores, even going so far as to let consumers enter a drawing to take the bunny that was on top of the battery display home. The creative team that worked on this campaign spent considerable time researching consumers' usage of batteries as well as the problems they had with them. The team learned that people didn't like batteries that don't last long, and because Energizer batteries lasted much longer than competitors' brands, they decided to feature that in the execution of
the ads.
-Refer to Mini-Case. The initial problem that the commercials had where people could remember the ads but not the brand is known as ________.

A) vampire creativity
B) marketing imperialism
C) structural fault
D) copycat advertising
E) unexpected association