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VARTA Consumer Batteries and its new brand profile

VARTA is presenting itself with a new, fresh brand profile. Its optimized, consistent design, clear positioning, emotional appeal to target groups and proximity to consumers will strengthen its brand identity and bring a breath of fresh air to product communications and the POS. VARTA will continue to promise the highest quality ‘made in Germany’ and constantly improve its products with the brand’s new slogan: ‘VARTA In service for you’ – presenting VARTA as a reliable partner at your side.

VARTA In service for you

It doesn’t matter whether you’re looking for batteries for a toy, rechargeable batteries for a landline telephone, a powerbank to charge your smartphone on the go or a workbench flashlight – VARTA is a true companion in all situations. It is hard to imagine everyday life without the energy expert’s products. The new slogan “VARTA In service for you” conveys the emotional brand message: for each member of the family, at all times, in every situation, be it at home or on the go – VARTA is always there for you. Alongside its wide array of batteries, ranging from button cells to LONGLIFE batteries and the rechargeable batteries so indispensable for toys, clocks and remote controls, VARTA also supports consumers with intelligent lights. VARTA’s large selection lightens up the dark – on adventure trips in the great outdoors, amid the clutter of a lady’s handbag and in the colorful world of children. As a company with a long history, VARTA can look back at over 130 years of experience in the field of high-quality battery solutions and has been standing for the highest quality ever since. Together with the renowned market research institute IMW Cologne, VARTA carried out an extensive study in Germany and France for the repositioning of its brand. The results show that VARTA Consumer Batteries is seen as a trustworthy, stable, reliable and upright brand – a brand where consumers come first. The new slogan “VARTA In service for you” positions VARTA as a reliable, supportive partner at the side of both the consumer and the retailer, strengthening VARTA’s new brand identity.

New, consistent brand profile at the POS

VARTA Consumer Batteries is also on site at the POS as a service partner to the consumer. The resegmentation of each product category and the new packaging designs for each individual product are being accompanied by materials at the POS that have been optimized to meet consumers’ needs, making the purchase decision easier for customers and improving the brand’s visibility. For retailers, this means more manageable shelves and increased sales. The redesign of the POS displays uses a clear design and focuses on some essential components: the product, the brand message and the VARTA logo. This design is continued in each of the product ranges. A consumer study carried out by VARTA has shown that streamlined blister packaging with large logos, a reduced number of colors and internationally comprehensible symbols perform the best with consumers and that clear product names provide the best guidance.

For this reason, the new packaging design is also reflected in the batteries. Longlife batteries are the most well known in the alkaline battery product range. As part of the resegmentation, High Energy has become LONGLIFE Power, and Max Tech has become LONGLIFE Max Power. Moreover, intuitive, easy-to-understand application icons like a camera, a remote control and a gaming controller provide consumers with the best guidance through the battery universe – which means that they will find the ideal energy solution for every application at a glance.

Because more and more consumers are placing value on sustainable products, innovative Recycled rechargeable batteries – which will win customers over with 11% recycled materials – have been added to the product range as part of the relaunch to target environmentally conscious customers. In addition, a new design for rechargeable batteries with colors that have been adjusted to reflect the properties of each product will allow for greater transparency and therefore better advice at the POS. With the help of the icons and the new product names, consumers will be able to instantly differentiate between basic Power products, Endless rechargeable batteries – rechargeable batteries with especially long charging cycles – and the new Recycled batteries. For example, the symbol for the Endless rechargeable battery clearly displays the number of possible charging cycles. The fresh green color visualizes the environmental aspect and makes it easier to tell the difference between primary and rechargeable batteries.

Digital campaign

The brand’s new positioning will not just be communicated at the POS and through contemporary product packaging, but will also be supported by a creative digital campaign and a revised website from fall. The focus will be on emotional images that show everyday situations in the life of a family and skilfully stage the different VARTA products as quiet, reliable and indispensable everyday companions. Positive key words such as Relax, Joy and Creativity – created in the same design as the VARTA logo – will support the In Service for You slogan and illustrate the close bond of trust between VARTA and its consumers. The focus of the campaign will be on targeted online advertising and SEO activities that will increase the visibility of the products and the brand. This emotional consumer targeting will also be pursued in social media, communicating the new brand identity and expanding VARTA’s presence. Facebook advertising and stronger collaboration with specific bloggers and influencers will be ideal means to appeal to younger target groups in particular.


Further information can be found at www.varta-consumer.com and on VARTA Consumer’s official Facebook page.


VARTA AG produces and markets a comprehensive battery portfolio, ranging from microbatteries, household batteries, energy storage systems to customer-specific battery solutions for a wide range of applications, and, as a technology leader, sets industry standards in key areas. As the parent company of the Group, it operates in the business segments “Microbatteries & Solutions” and “Household Batteries”.
The “Microbatteries & Solutions” segment focuses on the OEM business for microbatteries as well as on the lithium-ion battery pack business. Through intensive research and development, VARTA sets global standards in the microbattery sector and is a recognized innovation leader in the important growth markets of lithium-ion technology and primary hearing aid batteries. The “Household Batteries” segment comprises the battery business for end customers, including household batteries, rechargeable batteries, chargers, portable power (power banks) and lights as well as energy storage devices. The VARTA AG Group currently employs almost 4,000 people. With five production and manufacturing facilities in Europe and Asia, and distribution centers in Asia, Europe and the USA, VARTA AG’s operating subsidiaries are currently active in over 75 countries worldwide.

Contact Varta

Christian Kucznierz
Head of Corporate Communications
VARTA-Platz 1
73479 Ellwangen

Phone: +49 79 61 921-2727


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