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Awarded Campaigns: How Procell reframed the true cost of cheap batteries to win B2B buyers
Season 1
Episode 108
Published 3 months ago
Description
MichaelAaron Flicker and Richard Shotton analyze Procell’s award-winning B2B campaign that reframed the “cheap battery” decision by highlighting the hidden labor cost of replacing them. Using humor and behavioral science, the campaign shifted procurement thinking from purchase price to true cost.