America's two leading battery makers are in court over battery life claims. Duracell has filed a federal lawsuit in Manhattan against Energizer, accusing its rival of misleading consumers with recent advertising, CNN reports. According to the complaint, Energizer's new ad campaign asserts that its MAX batteries last 10% longer than Duracell's Power Boost batteries—a claim Duracell says is both exaggerated and based on selective testing.
Duracell, owned by Berkshire Hathaway, alleges that Energizer's ads hinge on just one industry standard for AA battery performance, while omitting other commonly used tests. The lawsuit argues that the campaign has caused Duracell "irreparable reputational harm" and is an attempt by Energizer to gain market share by "misleading consumers." One of the disputed ads features the Energizer Bunny in a direct showdown with a Duracell lookalike and declares, "There's no competition. Energizer MAX outlasts Duracell Power Boost by 10%. No fluff, just facts." The lawsuit asks the court to order Energizer to stop airing the ads and to pay damages. Energizer, for its part, declined to comment on the pending litigation.
The rival battery companies previously sued each other in 2019 and 2020 over similar claims involving Duracell Optimum and Energizer MAX products, Reuters reports. Those lawsuits were ultimately resolved and voluntarily dismissed. (This content was created with the help of AI. Read our AI policy.)
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