OREANDA-NEWS. September 14, 2016. Hes been a mainstay of pop culture since 1989. Hes matched wits with the dark side of the Force, the king of the apes, an anvil-dropping coyote, the motor-city madman and countless minions of Supervolt. And he is still going. As a matter of fact, hes about to go in some exciting new directions. Energizer Holdings, Inc. [NYSE:ENR] today announced the launch of a broad new campaign that will take the iconic cottontail to surprising new places.

For a generation, the Energizer Bunny has stood for long-lasting power and an unstoppable will to keep going and going. We know consumers love him, but lately, theyve told us they want more Bunny, said Michelle Atkinson, Energizer Chief Consumer Officer. So, starting this month, were going to unleash the Bunny like never before, using todays media landscape as a perfect playground for his disruptive nature to break through.

The Bigger, Better, Bunnier campaign is the result of a yearlong development process dedicated to aligning the Energizer Bunnys iconic status with todays rich new media options. This combination unlocks new opportunities for the Bunny to surprise and engage consumers, allowing him to appear in moments that are authentic to his personality. The process resulted in an updated look and a jam-packed new agenda for the high-powered hare.

Consumers will notice that his look has been modified to show his fun, witty personality they all know and love. Hes slimmed down, his facial features are more expressive, and weve increased his flexibility and movement to bring his playful nature and charisma fully to life. But certain aspects of the Energizer Bunny will remain intact, including his iconic pink fur, sunglasses, and blue flip-flops.

"I've always had a ton of heart for that bunny and getting to work with the team at Energizer has been a blast," said Roger Camp, Founder & Chief Creative Officer at Camp + King. "I'm excited to get him out into the world, and even more excited for some of the fun things you'll be seeing from him in new media channels."

Fittingly, the Energizer Bunny will debut his new style at New York Fashion Week on Sept. 13, showing off a new accessory at Angela Simmons active wear show. From there, hell be making a stir with some innovative appearances across well-known digital channels.

Were not going to spoil all of the Bunnys surprises, but lets just say that youll be seeing new sides of him, with more emotion and movement than what youve seen in the past, Atkinson said. For example, hell be showing up on YouTube bumper ads, just long enough to prompt a wha? or a LOL before users move along to their videos. He might even pop up as a Snapchat lens.

Not only is the Energizer Bunnys  disruptive and enduring personality being unleashed, but the brands tagline is getting a change as well. With a nod to the Keep Going tagline that accompanied the Energizer Bunnys original campaign, the Energizer brand will introduce the Bigger, Better, Bunnier campaign with the tagline, Still Going!TM The new tagline is designed to reinforce consumers of the brands long-lasting heritage as well as its long-lasting products.

About Energizer
Energizer Holdings, Inc. [NYSE: ENR], headquartered in St. Louis, MO, is one of the world's largest manufacturers of primary batteries, portable flashlights and lanterns. Energizer is a global leader in the dynamic business of providing power solutions with a full portfolio of products including Energizer brand battery products such as Energizer EcoAdvanced; Energizer MAX; Energizer Ultimate Lithium; Energizer Recharge batteries and charging systems; and portable flashlights and lanterns. In addition, Energizer recently acquired HandStands Holding Corporation, a leading designer and marketer of automotive fragrance and appearance products. HandStands offers innovative products from recognized brands such as Refresh Your Car!, California Scents, Driven, Bahama & Co., LEXOL and Eagle One. Visit www.energizer.com for more information.

About Camp + King
Camp + King (C+K) is a Havas-aligned creative agency launched by Roger Camp and Jamie King in February 2011. They were named Ad Age's West Coast Small Agency of the Year Silver in 2015. Based in San Francisco, the agency is dedicated to making brands more Conversationworthy. C+K boasts an impressive client list, which includes Energizer, RE/MAX, DISHs Sling TV, Del Taco and YouTube. For more details, visit camp-king.com