Procell's B2B reframe: from price to buy to cost to replace

ProcellB2BVML UK
Written By On Strategy Showcase

Steve Pilcher
Global Brand Director
Procell/Duracell
Geneva

Connect with Steve
LinkedIn

Neil Godber
Executive Strategy Director
VML, UK
London

Connect with Neil
LinkedIn / VML UK

Taking a premium-priced, low awareness brand into a low consideration category with a very particular B2B target (procurement), needed a reframe that would connect all the dots in its favor. We hear from Procell's Steve Pilcher and VML UK's Neil Godber. Thanks to LinkedIn Ads for sponsoring this B2B series. Get $100 off your next LinedIn Ads campaign at linkedIn.com/onstrategy.

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