Duracell partners with Lionel Messi for global ad

Duracell has launched a global marketing partnership with footballer Lionel Messi, positioning the collaboration around performance, endurance and the idea of engineered power ahead of a major international football tournament.

The campaign frames both the brand and the athlete around sustained high performance, with messaging focused on reliability under pressure and long-term energy delivery.

Cinematic film anchors campaign rollout

At the centre of the activation is a 30-second film titled Messi Reboot, which depicts high-intensity match scenarios to highlight Duracell’s positioning in the battery category.

The creative aims to draw a parallel between elite athletic performance and product reliability, reinforcing the idea that consistent power is essential in high-pressure environments.

Javier Hernandez Reta, Chief Marketing Officer at Duracell: "At Duracell, we engineer our products to be the G.O.A.T. of the battery category. We wanted to show that Duracell batteries are fundamentally built different. When the world is watching and the pressure is at its highest level, generic power isn't an option. You need the best."

Lionel Messi: "Throughout my career, I’ve learned that being the best isn’t just about how you start; it’s about having the right power to stay strong. Duracell understands that to perform at the highest level, you can’t settle for good enough, you have to be disciplined and obsessive about your efforts."

Retail activation and consumer engagement

The partnership extends beyond advertising into retail and consumer engagement initiatives. Limited-edition battery packs featuring imagery of Lionel Messi will be released during the campaign period.

The packs include branded design elements and are supported by a consumer promotion offering fans the chance to win signed merchandise and sports-related prizes through a sweepstakes running from May to August.

Duracell also highlights its proprietary product positioning under its PowerBoost technology, which is presented as a key differentiator in delivering sustained performance.

The campaign forms part of a wider effort to connect product messaging with global sporting moments and expand brand relevance during peak consumer attention periods.

www.duracell.com

Follow Marketing Report on LinkedIn