Duracell, a product line of shaving giant The Gillette Company, has been an innovation leader in the field of compact electrical storage devices. However Gillette, a company that has always put great importance on listening to the consumer, had begun to notice a re-occurring complaint from owners of power-hungry digital cameras.

“I wish my camera didn’t eat batteries!”

Gillette began to ask itself questions. Was it their batteries that the cameras were ‘eating’ or poorly-made dollar store batteries? Why weren’t consumers purchasing the company’s Duracell Ultra line, which was designed for high-drain devices? It was in an effort to answer those questions that Gillette turned to Synecticsworld.


Dividing into twelve two-member teams, Gillette staff visited consumers’ homes and, with the homeowners’ permission, went through their ‘junk drawer’, only to confirm their suspicions that it wasn’t the longer-lasting Duracell batteries that were causing consumer disappointment. Returning to the Synecticsworld-led process for unlocking hidden truths, Gillette began to look at the problem of short-lived batteries from different angles:

  • “Digital cameras are eating batteries!”
  • “Batteries are like food… junk food… quick filler!”
  • “Customers can’t keep up with their food needs!”
  • “Food = life!”

Gillette quickly began to understand that customers were focusing on the problem of short-lived batteries and not approaching their frustration from the perspective of “why don’t I give camera the best nutrition?” which would, of course, have been to use the Ultra batteries or even the regular Duracell line.


Building on that insight, Gillette used the power of metaphors to redesign battery packaging so that the battery package looked like, what else? A nutrition bar.

Food = energy, Duracell = energy.

Makes perfect sense.

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