Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Awarded Campaigns: How Procell reframed the true cost of cheap batteries to win B2B buyers
Mar 18, 2026
They dissect a B2B campaign that reframed cheap batteries by spotlighting hidden labor and replacement costs. Creative choices, humor and a personified battery-changer spot are explored. Behavioral tools like framing, loss aversion and present bias get practical attention. Tactics beyond the ad and measured business impact are also highlighted.
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ProCell's Full Time Battery Changer Stunt
- ProCell made a humorous B2B campaign personifying hidden labor as a 'full-time battery changer' to reframe cheap batteries as a false economy.
- The 30s spot plus literal figurines and fake cheap packs targeted procurement teams and reinforced the 'replace less, save more' message.
Reframe Unit Price Into True Replacement Cost
- Reframing shifted procurement from purchase price to total cost by highlighting replacement labor interruptions as the real expense.
- The creative inverted a dry buy-cheapest default into thinking about device downtime and workforce disruption.
Use Multiple Touchpoints To Own Your Frame
- Do deliver the big idea across multiple touchpoints to own the frame: ad spot, physical mailers, and paid search all reinforced ProCell's message.
- Example: figurines mailed to procurement plus paid search for 'false economy' unified the campaign.