Eveready Battery Company, Inc. is a manufacturer of American battery brands Eveready
Video Eveready Battery Company
History
On January 10, 1899, the US Electricity and Electrical Manufacturing Company obtained US Pat. 617,592 (submitted March 12, 1898) from David Misell, an inventor. This "electrical device" designed by Misell was powered by a "D" battery placed front-to-back in a paper tube with a bulb and a rough brass reflector at the end. Misell, the inventor of a handheld "handheld electrical device" (flashlight), commissioned his invention to Conrad Hubert's US Electric Power and Electrical Manufacturing Company.
In 1905, Hubert changed the name to American Ever Ready Company , selling flashlights and batteries under the trademark of Ever Ready . In 1906, the Existing British Electrical Company was formed to export batteries; became independent in 1914. In 1914, The American Ever Ready Company became part of the National Carbon Company. Hubert remains president. The trademark was shortened to Eveready . In 1917, the National Carbon Company joined Union Carbide to form the Union Carbide and Carbon Company. From 1917 to 1921, Eveready used the trademark "DAYLO" for their flashlights and batteries.
In 1957, Lewis Urry, Paul Marsal, and Karl Kordesch employees discovered durable alkaline batteries using zinc/manganese dioxide chemistry while working at Union Carbide plant in Cleveland. The company does not aggressively market the invention, and instead continues to market zinc-carbon batteries. As a result, the company lost significant market share to Duracell.
Prior to March 1, 1980, the company's alkaline batteries had been called Eveready Alkaline Batteries (1959-1968), Eveready Alkaline Energizer (1968-1974) and Eveready Alkaline Power Cell (1974-February 29, 1980). On March 1, 1980, it was torn down under its current name, Energizer.
In 1986, Union Carbide sold its $ 1.4 billion Battery Products Division to Ralston Purina Company, becoming Eveready Battery Company, Inc. , a wholly owned subsidiary. At that time, Eveready and Energizer batteries accounted for 52 percent of the market. The company under Ralston lost market share to rival Duracell.
In 1992, he purchased the Ever-Geared Electricity Company (battery manufacturer Gold Seal and Silver Seal) from Hanson Trust, bringing his subsidiary under common ownership.
In 1999, Eveready sold the rechargeable battery division, though still marketing it for retail sales.
In 2000, Ralston released Eveready, and it was listed on the New York Stock Exchange as holding company, Energizer Holdings, Inc., with Eveready Battery Company, Inc. continuing as the most important daughter company.
Current US production facilities for battery and battery parts are located in Asheboro, North Carolina; Bennington, Vermont; Maryville, Missouri; St. Albans, Vermont; and Marietta, Ohio; with a research technology center located in Westlake, Ohio. The majority of batteries are made in China. There are also many production facilities outside the US.
Maps Eveready Battery Company
Gallery
Ads
In the 1920s, the company sponsored The Eveready Hour on radio.
In 1941 after the United States entered World War II, the slogan changed to "Change your battery, get nickel!" to boost economic growth.
In the 1970s, actor Robert Conrad was a spokesperson for Eveready Alkaline Power Cells, where he compared his tough physical with the battery performance put on his shoulder, and challenged someone to drop him.
In the early 1980s, he used the slogan, "Energized, for life!", Showing people using Energizers in everyday situations.
In 1986, the company highlighted the best known ad campaign for Mary Lou Retton with an average: "It's supercharged!"
In the late 1980s, there was an advertising campaign featuring Mark 'Jacko' Jackson and his pitch line "Energizer! It will surprise you! Oi!".
Since 1988, the famous Bunny Energizer has been featured in its television commercials. The rabbit is based on a similar Duracell Bunny used in England. Often, rabbits will appear in competition with Supervolt, lower competitor batteries, based on Duracell.
In Asia, Australia, New Zealand, and the UK, the mascot for Energizer is a muscle-bound anthropomorphic AA battery. He performs his actions at extreme speed, which is intended to illustrate that the Energizer battery is durable. This is mainly because Duracell advertises their batteries in the market using Duracell Bunny.
Since about 1998, local rock band Local H has parodied Eveready's 9-Lives logo in a series of t-shirts that were originally released to promote the album Pack Up The Cats. The back of the t-shirt says "Neveready".
Both the Eveready and Energizer marques are used under license by the giant car parts of the Pep Boys for car batteries in their homes. The Energizer logo used by Pep Boys is similar to the 1980s logo that was first used with consumer dry cell batteries.
Both Eveready and Energizer are marketed as different brands in several markets in Asia. This led to the availability of Alkaline "Eveready Gold" batteries and Alkaline Energizer batteries on store shelves. However, both are targeted at different market segments and Eveready's batteries tend to be marketed for low-end devices while Energizer batteries are marketed for power-hungry devices, and their prices are appropriate.
See also
- Eveready East Africa
- Eveready Industries India
- Battery holder
References
External links
- Energizer Europe
Source of the article : Wikipedia
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