According to their own market research, Eveready Battery Company was perceived in the market place as solid but lagging in new technology and perceived quality. This perception was shown to exist both in their internal culture as well as in the minds of the sales force and consumers. Competitors had made inroads into traditional EBC consumer markets and into the competitive institutional market. Even when pricing was identical, research showed a perception that the brand was behind the technology curve.

This perception existed in spite of the fact that EBC research showed their products to be more technologically advanced almost across the board and that their Cleveland research facility was about to bring to market some of the first consumer Lithium batteries. The “Bunny” campaign was starting to win back share, but EBC was ripe for a new idea. A complete package redesign was considered but thrown out as not cost effective. Other ideas were advanced and turned down as not really addressing the core problem of both internal and external perception.

The national sales force was the one area of the company that was identified that could quickly impact perception in the market. The winning concept was to produce a historical film that was to be distributed internally to rejuvenate the national sales force. Viewers would be instilled in the company’s roots but also to make them conversant in the latest technology being developed by the company. The film would also see distribution through educational film distributors and be exploited in the press.

The Eveready Story was produced, shot, directed and edited by Calvin and Christel Crane at numerous locations around the U.S. as well as extensive sound stage work. Top management was so pleased with the final product that they elected to show the film at internal meetings company wide in addition to the sales force. The first year after production saw EBC gain back lost share and pressure the competition for the first time in nearly a decade. An internal company audit demonstrated that the sales force, the research staff, and company managers were reinvigorated by a new pride in company history and an awareness of their real position as a leader.