Energizer bunny slims down

The iconic mascot is getting a revamped look. Here’s how execs announced the news—along with a new marketing campaign.

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The Energizer bunny is 27 years old, and it’s still going—now with a sleeker look.

The company’s “Bigger, Better, Bunnier” campaign aims to make the mascot more expressive through animation and facial movements.

Here’s how Energizer explains the changes in a recent press release:

Consumers will notice that his look has been modified to show his fun, witty personality they all know and love. He’s slimmed down, his facial features are more expressive, and we’ve 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.

The new bunny makes its debut at New York Fashion Week this week, and Energizer reps say he’ll appear on “well-known digital channels,” namely YouTube and Snapchat. FREE WEBINAR: Learn why mobile is more than disruptive: It’s revolutionary.

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