Duracell suing battery rival Energizer over ad campaign

FILE – Duracell batteries (AP Photo/Steven Senne)

Duracell is suing Energizer, saying the rival battery maker is running a deceptive advertising campaign.

In its lawsuit, Duracell claims Energizer’s new ad campaign falsely states its Energizer Max batteries outlast Duracell Power Boost batteries by 10%.

Duracell says the sole basis for Energizer’s 10% claim is a comparison of AA batteries from the two brands under one industry standard. Duracell says performance is also measured by other standards.

Duracell says the ads have caused it to suffer “irreparable reputational harm.”

Duracell, which is owned by Warren Buffett’s Berkshire Hathaway, is seeking to stop the ad campaign and wants energizer to pay monetary damages.

Energizer has not commented on the lawsuit.