Longest lasting AA alkaline battery
Panasonic's Evolta, which launched in 2008, was tested in laboratory tests following international standards and found to outperform the batteries from other leading manufacturers by an average of 10-30%.
Panasonic had previously worked with Guinness World Records on a number of record-breaking projects. So when the brand was looking for a unique way to differentiate their product in the commoditised AA battery market.
After stringent industry testing, Guinness World Records was able to certify that that Evolta was the world's Longest lasting AA battery. Around this world record title Panasonic built an integrated marketing campaign, including an iconic TV advert featuring the miniature robot Mr. Evolta climbing the Grand Canyon. The global 360° campaign, which is now in its fourth year, includes on-pack certification using the Guinness World Records logo, outdoor, TV, radio and online executions.
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