"An inconvenient truth for us [is] the part of the brain reserved for thinking about batteries is very small… the part of the brain reserved to think about battery advertising is even smaller." - Ramon Velutini, Global CMO of Duracell.
"The thing that keeps [me] up at night... is becoming like the banana category. If you get lost in consumers' minds, they start deeming you less important... then you're at risk of the commoditization." - Ramon Velutini.
"We're not the official hummus of the NFL. We're actually in the game, which is a really good, authentic tie in." - Ramon Velutini discussing a campaign featuring NFL player Derrick Coleman.
"Duracell and its agency partners have worked to make battery choice matter by marketing around the moments when its batteries are doing the most good for consumers and culture." - Ramon Velutini on marketing strategy.
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