Panasonic Evolta

The Results

Batteries Sold
1 billion+
Years of Campaign
Licensed Territories

The Brief

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.

The Solution

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'sLongest 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.

"I am 17cm tall, 134g, powered by only two AA Evolta batteries and I love challenges! I climbed the 500m wall of the Grand Canyon; wind and rain, no problem!"

— Mr. Evolta - Miniature robot mascot of Evolta AA batteries - Panasonic