Panasonic was looking for a unique way to differentiate its product - the Evolta AA battery - in the commoditised and highly competitive battery market. It saw Guinness World Records as the ideal partner to provide a globally recognised and respected stamp of authority.
Guinness World Records conducted extensive and exhaustive independent testing to confirm that Panasonic Evolta was capable of outperform the batteries from other leading manufacturers by an average of 10-30%. Based on the findings, Guinness World Records certified that that Evolta was the world's Longest lasting AA battery.
Around this world record title Panasonic built an integrated marketing campaign featuring the miniature robot Mr. Evolta performing amazing feats of endurance powered by the record-breaking Evolta batteries.
The global campaign, which is now in its fourth year, includes an iconic TV ad starring Mr.Evolta climbing the Grand Canyon alongside radio, online and experiential executions. All of which is supported by on-pack certification using the Guinness World Records logo to confirm its Record Holder status.