Energizer

Energizer is an American company, and one of the world's largest battery manufacturers. In 2006, they partnered with Disney•Pixar to launch a cross-promotional campaign in support of the Cars film. Their collaboration saw the debut of a special Energizer^® Cars Collection, offering character-themed toy and utility products. The company further teamed with fellow Cars-licensee Mattel to promote the toy giant's battery-powered Cars items, opening a sweepstakes competition and lending pre-packaged double-A (AA) sets to bundle for instant use.

Promotional efforts began in May of that year.

Campaign

Promo website advertising the Energizer Cars Collection.

A focal point of marketing involved an assortment of "free" collectible Cars toys, available in specially-marked packages of (otherwise standard) Energizer Max AA batteries – identifiable by a yellow snipe across the top peg hook, sporting Lightning McQueen and the Cars logo. Three unique variations each provided a plastic, propellable vehicle representing Lightning McQueen, Mater, or Doc Hudson, and an accompanying "launcher" mechanism themed to the character.

They further partnered with toy manufacturer Mattel to open a sweepstakes competition, awarding multiple winners one of several battery-powered toys; prizes included the experimental Fast Talkin' Lightning McQueen interactive replica, the Tyco-designed Super Tow Mater remote-control car, and centrally the Fisher-Price Power Wheels electric McQueen ride-on vehicle. Contestants could register at a Cars-themed webpage, where Energizer also advertised their own Cars products and provided a "meet the characters" tab, where readers could access character bios for the film's cast.

Each retail issue of Mattel's Super Tow Mater included 8 AA batteries, with a logo on the back of the box stating "we recommend" Energizer.

A television commercial was also created to promote the collaboration. It features several seconds of original Pixar animation, in addition to a shot of the Energizer bunny mascot parading through the Radiator Springs desert environment.

Products

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Cars Collection (2006)

Photo	Name	Item #	UPN	UPC	Box	Notes	Ref.
	Shift n' Gears 2-Way Light™	CAR4AAABP	109332	0 39800 00322 5	Image needed	—	[1][2]
	Energizer Kids Disney Cars Spotlight	CAR2AAE	109331	0 39800 00323 2		—	[3][]
	Pop-the-Hood Light®	CARS-2ACS	109333	0 39800 01590 7	Image needed	Lightning McQueen, Mater, & Sheriff variations	[4][5][6]
	Auto-Matic Nightlight™	CARNLBP	109334	0 39800 01592 1	Image needed	Features Mater; day-night sensor	[7]
Image needed	Pop-the-Hood Light™ & Shift n'Gears 2-Way Light™	COMBO CARS	?	0 39800 02317 9	Image needed	—	[8]
Image needed	?	KCARSBP	109092	0 39800 03287 5	Image needed	Lightning McQueen, Mater, and Doc Hudson variations	[9]
Image needed	Uncover a classic!	?	?	?	Image needed	3-pack promo	[10]

Post-promotion

Photo	Style	Name	Item #	UPN	UPC	Box	Ref.
	The World of Cars Racing Series	Plug-In LED Nightlight Veilleuse enfichable DÉL Luz de Noche LED	CARLNLBP	123490	0 39800 05813 3	Image needed	[11]
	Cars 2			130309			[12]
	The World of Cars	?	CARV2AAS	?	0 39800 07834 6	?	[13]
Image needed	Drift	Anywhere Light Lampe passe-partout Luz en todo lugar	?	?	0 39800 10169 3	?	[14]
	Drift	Glowing Torch	?	?	?		?
	Drift	Glowing LED Torch Lampe LED Brill dans le Noir Luce al LED che Brilla al Buio	?	?	?		[15]
	Drift	LED Headlight/Lampe de tête à DÉL Linterna manos libres LED 1 Light/Lampe/Linterna 2 CR2032 Lithium Coin Cells Piles miniaturas lithium/ Pilas de moneda litio	CARHD2BBP	?	0 39800 10251 5	?	[16]
	Cars 2	LED Headlight Lampe de tête a DÉL Linterna LED manos libres	?	?			[17]
	Drift	Glowing LED Light Lampe lumineuse à DÉL Linterna Led Brilla en la Oscuridad	?	?	?
	Cars (2011)	Glowing LED Light Lampe lumineuse à DÉL Linterna LED Brilla en la Oscuridad	CAR33AE	?	0 39800 10258 4		[18]
	Cars (2011)	LED Glow Stick Bâtonnet lumineux à dél Luz LED	CARGLO3BP	130313	0 39800 10914 9		[19]
	Hometown Heroes	LED Lantern Lanterne DÉL Linterna LED	?	?	0 39800 12127 1		[20]
	Hometown Heroes	LED Headlight/Lampe de tête a DÉL Linterna LED manos libres	CARHD2B	?	0 39800 12155 4		[21]
	Hometown Heroes	LED Flashlight Lamp de poche à DÉL Linterna LED	CARHH22S	134976	0 39800 12156 1		[22]
Image needed	?	?	?	?	0 39800 12180 6	Image needed	?
	Hometown Heroes	LED Flashlight Lamp de poche à DEL Linterna LED + LED Headlight Lampe de tête a DÉL Linterna LED manos libres	CARHDHHS	136066	0 39800 12317 6		[23]
Image needed	Hometown Heroes	?	CARHH22SW	?	0 39800 12511 8	Image needed	?
Image needed	?	?	?	?	0 39800 12512 5	Image needed	?

Europe

www.energizer.eu

Photo	Style	Label	#	ID	EAN	Box	Ref.
	The World of Cars Racing Series	—	627024	Energizer 2AA Disney Cars	7 639800 270242		[24]
	Cars (2011)	Glowing Torch Brille dans le Noir Luce che Brilla al Buio	634502	Energizer Disney Cars Glowing Torch 3AAA	7 639800 345025		[25][26]

Trivia

• Energizer also partnered with Mattel in 2006 to promote the Hot Wheels brand.