On 1st September 2011, Varta’s redesigned battery and rechargeable ranges will hit the high street, alongside newly styled, highly adaptable point of sale solutions, designed to improve sales. The new look combines an updated brand image with clearly differentiated product designs, icons and bold claims.

With this brand refresh, Varta, Europe’s number two battery manufacturer, plans to take the UK market by storm.

The Tri-Energy alkaline range of batteries carries optimised product information together with intuitive icons. It is designed to make it simpler to choose and buy the right battery for the job. All of the important and directly comparable characteristics (e.g. size and field of application) provide consumers with the best possible information. Valuable data about performance – for example, “+23% more power vs. Varta Simply Alkaline” accompanying the Varta High Energy batteries – make it even easier to buy the right product. These recommendations are clearly emphasized on all AA and AAA blister packs of primary power cells.

The POS improves the differentiation of the products by combining a clearly legible product name with intuitive colour coded battery ranges. Larger euro holes make it easier for all retailers to place the packages on the hooks in shelves and displays.

Sustainability continues to underpin Varta’s business. At POS, the product design of the rechargeable batteries has been modified to introduce green colour coding and to clearly distinguish rechargeables from conventional alkaline batteries.

Furthermore, Varta’s battery and rechargeable packaging displays the FSC seal, which guarantees that the paper comes from forests managed in a sustainable way.

Retailers will receive optimised POS solutions for every channel of distribution and for stores of all sizes. Eye-catching metal displays shaped like batteries and sale-ready presentational media will accelerate product rotation and make it easier for consumers to distinguish between primary batteries and rechargeables.

“Together with the Nymphenburg Group and its innovative neuromarketing tools, we’ve researched consumers’ purchasing and decision-making behavior. The results of this research formed the basis of the new design of our products and packaging, which now appeal more strongly to our customers. We want Varta to give consumers in the UK the freedom to make the right decision when choosing the power solution to meet their needs.” explains Vince Armitage, Divisional Vice President, Varta Consumer Batteries.


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