Duracell, on the heels of a unique out-of-home Christmas campaign, is now expanding the scope of its brand presence with an equally creative brand campaign that will debut a Duracell Catalog on Instagram.

The catalog and the overall campaign will herald Duracell?s new brand platform, Trust is Power, the first campaign from its newly appointed creative partner, Wieden+Kennedy New York. The campaign and its holiday predecessor, The Duracell Express, both broadcast the brand's assertion that its brand is an unsung hero in a product ecosystem that values flash over utility.

"Trust seems in very short supply today,? says Ramon Velutini, vice president of marketing at Duracell. ?As the most trusted name in batteries, we felt that it was a better time than ever to leverage what our brand has always been built on. 

"We wanted to come forward and reassert our position as a power that everyone can trust, every day."

The campaign?s spots, directed by Steve Ayson, depict Duracell?s role in key areas of daily life ? child care, household safety, gaming and grooming, and how important a trusted power source should be within these areas.

One spot presents Duracell?s C cell batteries as a source of trust for a parent who, bogged down by conflicting parenting advice from all angles, finds a moment of solace though a fully functional baby rocker powered by the product. 

The first spot made its traditional media debut on January 22 during the NFL?s AFC Championship Game.

The Duracell Catalog will be published on Instagram in its entirety, and marks a star turn for the oft-neglected product in the form of glossy shots with captions highlighting the batteries? versatility in remedying all sorts of quotidian problems. Duracell will also send out a printed version of the catalog to influencers and ?battery enthusiasts.?  

While it may seem obvious, the fact that trust seems to be the centerpiece of the campaign?s ethos is timely considering consumers? lack of it in a variety of once-ironclad institutions such as media, politics and even consumer products. While it may seem a reach for a battery manufacturer to involve itself in the fabric of consumers? relationship with politics, Wieden+Kennedy?s campaign presentation does so in a way that will be sure to resonate with them, all without being too on-the-nose.

The Trust is Power campaign continues a surprisingly aggressive approach to product marketing and brand awareness from Duracell. The first hints of assertiveness came in the form of Duracell?s holiday campaign, the Duracell Express, which saw the company partnering with Postmates to deliver batteries on Christmas Eve to forgetful parents in Chicago, Milwaukee and Minneapolis who forgot to snag a power source for the gifts they bought their children for the holiday (see story). 

And Procter & Gamble, purveyor of various consumer packaged goods similar to Duracell, also resorted to flashy creative to garner attention for a boring product, recruiting Emmy-nominated actor Tituss Burgess for a digital-first video campaign (see story).

"We?re taking a light-hearted look at the real issue of trust, because while you do need trustworthy power when you?re climbing K2, you also need it for your game controller and your kids? toys," Mr. Velutini said.