Energizer takes Duracell to court over iconic bunny

When it comes to successful branding, product recognition goes a long way. A popular mascot has two rival organizations in a trademark battle.

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The idea of a battery company using an image of a pink bunny on its packaging shouldn’t come as a surprise.

The fact that it’s Duracell—and not Energizer, whose drum-beating bunny has been part of its marketing since 1989—has raised some eyebrows.

Energizer is suing Duracell’s parent company—Proctor & Gamble—over using the recognizable pink bunny on some of its packaging.

Here’s the gist of the suit from the St. Louis Post-Dispatch:

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