Energizer Holdings Inc.

Type	Public (NYSE: ENR)
Founded	1896 (as the American Electrical Novelty & Manufacturing Company, spun-off from Ralston Purina Company in 2000)
Headquarters	Town and Country, Missouri, United States
Key people	Ward M. Klein, CEO
Industry	Consumer Products
Products	Energizer Batteries Schick Products Playtex Products
Revenue	$3.4 Billion (2007) [1]
Operating income	$434 Million (2007) [1]
Net income	$321 Million (2007) [1]
Total assets	$3.5 Billion (2007) [1]
Total equity	$654 Million (2007) [1]
Employees	14,848 (2006)
Website	www.energizer.com

Energizer Holdings (NYSE: ENR), headquartered in Town and Country, Missouri,^[2][3][4][5] is an American manufacturer of multiple consumer products, including batteries, where it has a market share of approximately 25%.^[6] The company sells in over 165 countries.^[7]

Contents 1 History 2 Design history 3 Advertising 4 See also 5 References 6 External links

[edit] History

On January 10, 1899, American Electrical Novelty and Manufacturing Company obtained U.S. Patent No. 617,592 (filed 12 March 1898) from David Misell, an inventor.^[8] This "electric device" designed by Misell was powered by "D" batteries laid front-to-back in a paper tube with the light bulb and a rough brass reflector at the end.^[9] Misell, the inventor of the tubular hand-held "electric device" (a.k.a. electric torch or flashlight), assigned his invention over to the American Electrical Novelty and Manufacturing Company owned by Conrad Hubert.^[8][10]

In 1905, Hubert changed the name again to The American Ever Ready Company, selling flashlights and batteries under the trademark Ever Ready.^[11]

In 1914, The American Ever Ready Company became part of National Carbon Company. Hubert stayed on as the president. The trademark was shortened to Eveready.^[11]

In 1917, National Carbon Company merged with Union Carbide to form The Union Carbide and Carbon Company.^[11]

From 1917 until 1921, Eveready used the trademark "DAYLO" for their flashlights and on their batteries.^[11]

In 1959, employee Lewis Urry invented the long-lasting alkaline battery. The company did not aggressively market the invention, however, and instead continued to market the old Zinc-carbon battery. As a result, the company lost significant market share to Duracell.^[12]

Prior to 1980, the company's alkaline battery had been called the Eveready Alkaline Power Cell. In 1980, it was rebadged under its current name, Energizer.

In 1986, Union Carbide sold its Battery Products Division to Ralston Purina for US$1.4 billion. At that time, the Eveready and Energizer batteries held 52 percent market share. The company under Ralston lost market share to rival Duracell.

In 1992, it bought the British Ever Ready battery company B.E.R.E.C. from Hanson Trust, the manufacturer of Gold Seal and Silver Seal batteries. ^[13]

In 1999, Energizer sold its rechargeable battery division, although it still markets them for retail sale.

In 2000, Ralston spun off Energizer, and it was listed on the New York Stock Exchange.^[12]

Energizer currently maintains production facilities in Asheboro, North Carolina; St. Albans, Vermont; Maryville, Missouri; Switzerland^[14] and Singapore. The current technology center is located in Westlake, Ohio.

In 2005, the Columbia dry cell battery developed by National Carbon Company (predecessor of Energizer) was designated an ACS National Historical Chemical Landmark in recognition of its "significant improvement over previous batteries, meeting consumer demand for a maintenance-free, durable, no-spill, inexpensive electrochemical power source".^[15]

In 2006, Energizer merged its Playtex division.

In 2009, Energizer acquired its shaving division from S.C. Johnson & Son, including Edge and Skintimate.

Misell's Patent 617,592

1899 Eveready flashlight

Energizer 2500mAh rechargeable AA size cell

AA battery holder

[edit] Design history

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In 1983-1988 (aka MCMLXXXIII-MCMLXXVIII), the first Energizer battery had a big electronic text saying:

in a white rectangle on a white brown lined background with a black thing with 2 red white outlined squares. One is saying:

and the other saying:

too. In 1988-1993 (aka MCMLXXVIII-MCMXCIII), the next Energizer battery had the same "ENERGIZER" electronic text. Using a black background with silver lines. Also that version had a long red/yellow line. It was also used in the Energizer Bunny commercials.

In 1993-2001 (aka MCMXCIII-MMI), the 3rd Energizer had the same silver/gray lines with a red/yellow line with another font saying "Energizer" with a same black box on the battery.

2001-present(aka MMI-MM)'s battery is the same font like the last version with a red/yellow line replacing a fwoosh thing that looks like a gun and another black box.

[edit] Advertising

In 1986, Energizer highlighted an advertising campaign best known for Mary Lou Retton averring: "It's supercharged!"

In the late 1980s, Energizer rolled out an advertising campaign featuring Mark 'Jacko' Jackson and his pitch line "Energizer! It'll surprise you! Oi!".^[16]

Since 1989, the well-known Energizer Bunny has been featured in its television ads. The bunny was based on the similar Duracell Bunny used in the UK. Often, the bunny would appear in competition with inferior rival battery Supervolt, which was based on Duracell.

In Australia, NZ, and the UK, the mascot for Energizer is a muscle-bound anthropomorphic AA battery. He performs his actions with extreme speed, which is intended to illustrate that Energizer batteries are long lasting.

Both the Eveready and Energizer marques are used under license by auto parts magnate Pep Boys for their in-house car batteries.^[17] The Energizer logo used by Pep Boys is similar to the 1980s-era logo first used with the consumer dry cell batteries.

[edit] See also

• Eveready East Africa
• Eveready Industries
• Battery holder

[edit] References

[edit] External links

• Energizer Holdings
• Energizer Europe