Duracell® had made strategic and executional mistakes that led to 14 quarters of consecutive sales declines and the new leadership was evaluating whether to divest the business or keep it.


Summitry's HONEYCOMB℠  Behavioral Competitive Structure was used as a strategic planning tool to identify new opportunities.


Duracell® launched the "Trusted Everywhere" campaign connecting to the emotional-driven needs of people in emergency situations - using HONEYCOMB℠ as the blueprint for understanding where the biggest opportunities existed. Result was that Duracell® was the driver in achieving 9% YOY sales growth for the Gillette portfolio and led to a successful turnaround.

‘Your work helped us to understand how to best manage the Duracell portfolio and helped quantified new opportunities
— Jim Kilts, CEO; Gillette