America's top biggest battery companies are fighting; Warren Buffett's Berkshire Hathaway-owned Duracell blames Energizer of ...

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A fierce rivalry between America’s top battery brands has sparked a legal battle, with Duracell filing a lawsuit against Energizer in federal court in Manhattan on June 13. Duracell, owned by Warren Buffett ’s Berkshire Hathaway, accuses Energizer of deceptive advertising, claiming its Energizer MAX batteries outlast Duracell Power Boost batteries by 10%.

The lawsuit alleges that Energizer’s new ad campaign, launched earlier this month, misleads consumers by basing the 10% claim solely on a single industry standard for AA batteries, ignoring other performance metrics. Duracell argues the ads have caused “irreparable reputational harm,” tarnishing its brand and eroding goodwill.

Energizer’s campaign, featuring its iconic Energizer Bunny, has appeared across television, Facebook, Instagram, and YouTube. One YouTube ad pits the bunny against a battery resembling Duracell’s, boldly stating, “There’s no competition. Energizer MAX outlasts Duracell Power Boost by 10%. No fluff, just facts.”

Duracell claims the ads are a deliberate attempt to confuse consumers and boost Energizer’s market share at its expense. The company is seeking a court order to stop the ads and demands monetary damages from Energizer.

The lawsuit marks a new chapter in the long-standing competition between the two battery giants, with Duracell accusing Energizer of unfair tactics in their fight for consumer trust.