DieHard Private Brand Remakes’70s “Frozen Lake”Commercial to Launch Batteries

Many Americans can still recall the iconic TV ad for the Sears Private Brand Diehard from the mid-70s: a visual of a car parked on a frozen lake. The announcer’s voice over: “International Falls, Minn. A car sits on a frozen lake through January, February and March. Then in April – it started. Thanks to a DieHard.”

Today, more than 35 years later, Sears continues to struggle, and in the struggle to leverage Private Brand assets to improve their circumstance. As part of this effort DieHard unveiled an updated version of the iconic ad. The new TV spot will debut as the first-ever television commercial for DieHard alkaline batteries. Celebrating 45 years as America’s most trusted auto battery brand, DieHard batteries now deliver the power and superior performance customers expect from the brand with a full line of alkaline batteries for household devices.

True to the original torture tests of DieHard automotive batteries set in the most extreme conditions, the DieHard alkaline batteries have also demonstrated their durability. A car (in this case, a remote control version) sits on a frozen lake in Bozeman, Mont., through brutal temperatures and chilling winds — and it still starts, thanks to its DieHard alkaline batteries.

“This new campaign clearly communicates that the quality of America’s most trusted auto brand is now available in alkaline batteries,” said George Kurkowski, Director, DieHard Brand. “This allows us to connect with our customers on a more frequent basis whenever they need power for their devices.”

The broadcast advertising campaign will kick off on April 1 with the launch of the frozen lake TV spot. As “The Official Battery and Power Source of the National Hot Rod Association (NHRA),” the DieHard brand will debut this new spin on its classic frozen lake commercial during the NHRA Full Throttle Drag Racing Series, which airs on ESPN2 Elimination Sundays through November. Additional campaign assets will continue to roll out in the spring, including print, online and in-store advertising.

DieHard alkaline batteries are available in AA, AAA, C, D, 9V and rechargeable batteries. DieHard alkaline batteries will be available at Sears and Kmart stores nationwide, as well as True Value, truevalue.com, sears.com, kmart.com and diehard.com.

To view the new TV commercial, go to: www.searsmedia.com and click “media gallery” and “video.” For more information on DieHard products, please visit http://www.diehard.com or connect with the DieHard brand at http://www.facebook.com/diehard. Auto enthusiasts can also watch and enjoy the DieHard brand’s popular automotive battery “torture test” videos at http://www.diehard.com/torture-labs.



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Christopher Durham
Christopher Durham is the President of My Private Brand and the Co-founder of The Vertex Awards. He is a strategist, author, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. Durham has published five definitive books on private brands including his first book Fifty2: The My Private Brand Project. In 2017, he will debut his latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.