Panasonic’s Oxyride brand took a not-so-subtle swipe at competitor
Energizer with its Neuter Your Bunny campaign funding the procedure
for five rabbits at a New York City veterinarian’s office on June 15.
The brand worked with the House Rabbit Society for the initiative
seeking out bunny owners on web sites such as craigslist.org to
nominate their pets for the procedure. Panasonic used a branded
vehicle the “Neuter Scooter”—c’mon what else could they have possibly
called it?—to help promote and created a microsite that listed the
benefits of bunny neutering and compared the performance of Oxyride
batteries with Energizer Max batteries.
“We wanted to have a cause around our battery technology to link it to
some public awareness campaign and to raise public awareness of our
Oxyride battery ” Brian Kimberlin director-marketing Panasonic
Battery Corp. of North America told Buzz.
The brand will be a part of Panasonic’s exhibit at the Dew Action
Sports Tour this year starting with the first stop this weekend in
Louisville KY. Agency: Renegade Marketing New York City .