Batteries Plus is a unique specialty store with an equally unique challenge: sharing the value their expertise brings to a generalized market. With competitors leaning into commodified, digital-first offerings, Batteries Plus needed a new way to articulate their value and stand apart. Our task: build a brand strategy and campaign that clarified their promise, energized their brand identity, and brought their full story to life.
We identified a sweet spot between two distinct segments: the uninformed (who need expert guidance) and the hyper-informed (who need niche products or services no one else offers). Despite their differences, both groups rely on something big box stores and e-retailers often lack: local, accessible expertise easily found at more than 700 stores across the country.
In a landscape where most retailers favor algorithms over empathic advice, Batteries Plus has something rare: battery experts who actually know what they’re talking about. That’s the differentiator. It’s not just product—it’s people. The kind who get you back on the road, or back to work, faster than a tracking number ever could.
We positioned Batteries Plus as the uncommon answer: a brand that still believes in solving problems face-to-face. We crowned them The Experts In Charge through a refreshed brand platform, then brought it to life with The Go-To Guys campaign, a celebration of real expertise and the relief that comes with finding capable help when you need it most. From a bold new look to a sharper tagline, we helped Batteries Plus show up in the same way they’ve always delivered.
Brand Strategy
Messaging Architecture
Campaign Development
Visual Identity Refresh
Broadcast & Video
Organic + Paid Social
Retail Creative Toolkit
Event Support
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Batteries Plus needed to reunite and re-energize their 700+ franchise owners. We created PlusCon—a Las Vegas convention celebrating the people behind the Plus, not just what's on the shelves. From naming to visual identity, messaging to event branding, we shaped an experience proving their real "plus" is their people's expertise. The result: over 500 attendees, a recharged network, and a new standard for the brand.
Batteries Plus doesn’t just sell convenience. They sell confidence. And we built a human, helpful, and impossible to imitate brand platform to reflect that.
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