Energizer is targeting Christmas shoppers with a £2m media push and a new claim about the longevity of the brand.

The TV and cinema campaign, starting this week, focuses on Ultimate Lithium and features 'The world's longest-lasting AA battery in high-tech devices' strap the first time the brand has been able to make this claim.

Popular gadgets are used in the ad to make it relevant to all ages. "Whatever the must-have gadget this Christmas, Energizer Ultimate Lithium is the must-have battery to power it," said marketing manager Emily Smith.