Energizer brings its 'Power Play' to NHL All-Star Weekend


    MONTREAL, Jan. 26 /CNW/ - Energizer Canada shared in the great success of
yesterday's NHL(R) All-Star Game and weekend long festivities, with the
official Canadian launch of its newest Energizer (R)Advanced Lithium household
battery - available mid-March in AA and AAA formats.
    "Our current Energizer(R) Ultimate Lithium product is billed as the
'World's Longest Lasting Battery in High-Tech Devices', and now we've scored
the perfect line-mate in Energizer(R) Advanced Lithium" exclaims Kent Hatton,
Brand Group Director of Energizer Canada Inc. "Energizer(R)Advanced Lithium
represents a key step towards enlarging the brand franchise, attracting more
and new consumers and growing the overall battery category."
    The NHL(R) relationship provides the perfect target audience of
Tech-Savvy Males aged 18 - 35 years old, as Advanced Lithium is positioned to
work best in high-tech devices such as gaming controllers, GPS navigation
systems and portable audio players.
    Energizer (R)Advanced Lithium batteries provide more power for those
must-have electronic gadgets. New Energizer(R) Advanced Lithium batteries last
up to 20 hours longer(xx) and weigh 33 percent less than standard alkaline
batteries. Ideal for photographers of all skill levels, Energizer(R) Advanced
Lithium lasts up to 4X longer(xxx) in digital cameras and performs well in
extreme temperatures from -40 degrees to 140 degrees Fahrenheit (-40 degrees
to 60 degrees C).
    As consumers' lifestyles center on devices which are more wireless and
portable, we are seeing dynamic growth in our Performance-Lithium batteries.
    To support this new product launch, Energizer has booked dedicated
Television spots in :30, :15 and :05 second formats to promote its NHL
sponsorship and bolster Lithium battery sales. The ad is called 'Shotblocker'
which parallels the brand character of Energizer with the determination and
winning attitude of the NHL. Energizer Canada also announced the Advanced
Lithium Powerplay promotion which will run in early spring just in time for
playoff season, sending two lucky winners to the Stanley Cup Final.
    Laurel Walzak, the NHL's Director of of Integrated Sales and Marketing,
said, "We are thrilled about the many partners such as Energizer that are
taking advantage of NHL marketing platforms to activate their key audiences.
High energy and great endurance are characteristics that are common to both
the NHL and Energizer, making NHL All-Star Weekend an ideal venue to deliver
that message."

    About Energizer(R)

    Energizer(R) is one of the world's largest manufacturers of primary
batteries, battery-powered devices and flashlights. Energizer, a global leader
in the dynamic business of providing portable power geared toward the new
digital age, offers a full portfolio of products including, the Energizer(R)
MAX(R) premium alkaline brand; Energizer(R) Ultimate Lithium performance
batteries and Energizer(R) Nickel Metal Hydride (NiMH) Rechargeable batteries
and chargers; and miniatures brand batteries

    About the NHL

    The National Hockey League, founded in 1917, is the second-oldest of the
four major professional team sports leagues in North America. Today, the NHL
consists of 30 Member Clubs, each reflecting the League's international
makeup, with players from more than 20 countries represented on team rosters.
According to a Simmons Market Research study, NHL fans are younger, more
educated, more affluent, and access content through digital means more than
any other sport. The NHL entertains more than 100 million fans each season
in-arena and through its partners in national television (VERSUS, NBC, TSN,
CBC, RDS, RIS, NASN, ASN and NHL Network) and radio (NHL Radio, Sirius XM
Radio and XM Canada). Through the NHL Foundation, the League's charitable arm,
the NHL raises money and awareness for Hockey Fights Cancer and NHL Youth
Development, and supports the charitable efforts of NHL players. For more
information on the NHL, log on to NHL.com.

    NHL and the NHL Shield are registered trademarks and the NHL All Star
Game logo is a trademark of the National Hockey League. All Rights Reserved.

    (*)Vs. Energizer(R) MAX(R) in Digital Cameras. Results may vary by

    (xx)Vs. Energizer(R) MAX(R). Results vary by play and/or usage patterns.

    (xxx)Vs. Energizer(R) MAX(R). Results vary by device.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/

For further information:

For further information: Contacts: Michael DiLorenzo, National Hockey
League, (212) 789-2657, MDiLorenzo@NHL.com; Kent Hatton, Energizer Canada
Inc., (905) 286-6102, kent.hatton@energizer.com

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