Duracell claims "irreparable reputational damage"
from Energizer's advertisement
The two major U.S. battery manufacturers, Duracell and Energizer, have begun a legal battle over advertisements mentioning battery lifespan.
According to CNN on the 16th (local time), Duracell filed a lawsuit against its competitor Energizer in the U.S. District Court in Manhattan, New York, on the 13th.
According to the complaint, Duracell claims that Energizer is making false claims in a new advertisement by stating that its Max batteries last 10% longer than Duracell's Power Boost batteries.
Duracell asserted that the advertisement has caused "irreparable reputational damage, including brand tarnishment and loss of customer trust."
Regarding Energizer's claim that its batteries last 10% longer, Duracell pointed out that the only basis for this claim is a comparison of the two brands' AA batteries according to one industry standard, and that battery performance can also be measured by other standards.
In the complaint, Duracell emphasized, "Energizer Max's false advertising is an attempt to confuse and mislead consumers by scapegoating Duracell in order to increase Energizer's market share," adding that it is "a blatant and unfair act of false advertising aimed at boosting sales."
Duracell, a subsidiary of Warren Buffett's investment company Berkshire Hathaway, is reportedly seeking both an injunction to halt the advertisements and monetary damages.
The new Energizer advertisement, which began earlier this month, has been posted on various social networking service (SNS) platforms, including Facebook, Instagram, and YouTube. The ad claims, "There is no competition. Energizer Max lasts 10% longer than Duracell Power Boost."
Energizer Holdings told CNN that it would not comment on the ongoing litigation.
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