Rayovac was in an extreme underdog position to industry giants Duracell and Energizer being outspent 10 to 1. They needed effective advertising that could drive sales with minimum dollars.

A television campaign created by Keith Condon and Jim Root for Rayovac won the top marketing prize at the New York Effie Awards. The “Battery Gobblers” campaign was awarded a Gold Effie to honor creative excellence as well as work that exceeds advertising sales.