Duracell Sues Energizer Over Alleged False Battery Life Claims
Battery maker Duracell has filed a lawsuit against its longtime rival Energizer, accusing the company of misleading consumers with false claims about battery performance in a new advertising campaign.
The lawsuit, filed June 13 in a Manhattan federal court, alleges that Energizer falsely asserts its Energizer MAX batteries last 10% longer than Duracell’s Power Boost batteries. Duracell, a subsidiary of Warren Buffett’s Berkshire Hathaway, says the claim is based on a single performance standard that doesn’t reflect broader industry testing protocols.
According to court documents, Duracell argues the campaign is intentionally deceptive and designed to mislead consumers, damaging Duracell’s reputation and brand value in the process.
“The Energizer MAX False Advertising is a clear effort by Energizer to expand its market share – at Duracell’s expense – by confusing and misleading consumers,” the complaint states. Duracell also claims the campaign has caused “irreparable reputational harm” and a loss of consumer goodwill.
Energizer launched the disputed campaign earlier in June across multiple platforms including TV, YouTube, Facebook, and Instagram. One of the featured ads shows the iconic Energizer Bunny competing against a battery resembling Duracell’s product, with a voiceover declaring, “There’s no competition. Energizer MAX outlasts Duracell Power Boost by 10%. No fluff, just facts.”
Duracell contends the comparison is flawed, arguing battery performance can vary depending on usage scenarios and should not be judged by a single standard alone.
In response to the lawsuit, Energizer has declined to comment, citing ongoing litigation.
Duracell is asking the court to stop the campaign and is also seeking monetary damages. The case marks the latest flashpoint in the decades-long rivalry between two of the world’s most recognizable battery brands.
