Manchester creative communications agency Refinery has launched a brand awareness campaign for VARTA Consumer Batteries – a long-established European brand hoping to challenge Duracell and Energizer.

Refinery’s ‘powering the moment’ campaign is designed to meet the brief of focussing on the emotional rather than functional benefits of the battery.

The roll-out includes a five-month TV sponsorship package, with idents that will run across channels and programmes including Discovery’s Homes Under the Hammer, Animal Planet’s Treehouse Masters and Quest’s Build, Buy or Restore?

Varta – Powering The Moment – 2016 Idents from refinery group on Vimeo.

Refinery’s managing director, Nigel Papworth, said: “We’re proud to launch this fun, creative campaign that engages with consumers on a personal level.

“Now armed with these striking communications, VARTA is in a strong position to raise its profile within the UK and take on the market leaders in a big way.”

VARTA was established in 1887 and appointed Refinery earlier this year to head up its first UK campaign since becoming the only branded batteries to be supplied by B&Q and Screwfix.