Panasonic batteries are to be given a new, more dynamic design

Panasonic batteries are to be given a new, more dynamic design

This year Panasonic is to launch a new global design. The change is part of an ambitious repositioning exercise over a number of years, with which Panasonic Energy Europe aims to reinforce its position as a leading player in the battery market.

The fact that Panasonic is a strong brand has been demonstrated in a report of Best Global Brands 2015 in which it achieved 65th place. The new global design is intended to give brand awareness an extra boost. Quite understandable, when you know that Panasonic Energy Europe is among the best in class when it comes to technology.

Last year new displays and a successful ‘Angry Birds’ promotion were used in-store to put the batteries in the spotlight. However, a recent consumer survey revealed that the packaging was too complex and failed to stand out. So, it was time for a thorough redesign, led by Belgium – as home to Panasonic Energy Europe’s European headquarters.

Packaging now features a reduced number of claims and there is a clear colour distinction between the different types. Packs also look both modern and dynamic, just as you might expect from a proper A-brand.

A new promotion featuring the release of the film “Spider-Man: Homecoming” will provide extra support as from 7 May 2017. More information will be issued shortly.

The retail partners in the various countries are already enthusiastic and the new design has received much support in Japan. Meanwhile something is moving in Zellik – where the ambitious eneloop expedition 2100 is getting started.


About Panasonic Energy Europe
Panasonic Energy Europe is headquartered in Zellik, near Brussels, Belgium. The company is part of the Panasonic Corporation, a leading global manufacturer of electronic and electrical goods. Panasonic’s vast and lengthy experience in the consumer electronics field has helped make Panasonic the largest battery manufacturer in Europe today. The European production facilities are located in Tessenderlo, Belgium, and Gniezno, Poland. Panasonic Energy Europe supplies ‘mobile’ energy solutions to more than 30 European countries. The company’s diverse product range includes rechargeable, chargers, zinc carbon, alkaline and specialty batteries (such as zinc air, photo lithium, lithium coin, micro alkaline, silver oxide). For more information, visit:

About Panasonic
The Panasonic Corporation is a leading company worldwide in the development and manufacture of electronic goods for a wide range of private, trade and industrial uses. Panasonic, based in Osaka, Japan, in financial year ended 31 March 2015 posted consolidated net sales of around 57.28 billion EUR. Panasonic is committed to creating a better life and a better world, continuously contributing to the evolution of society and to the happiness of people around the globe. More information about the company and the Panasonic brand name at

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Ann-Sophie Cardoen Content & PR Consultant, ARK Communicatie
Vicky Raman Brand Marketing Manager, Panasonic Energy Europe NV
Ann-Sophie Cardoen Content & PR Consultant, ARK Communicatie
Vicky Raman Brand Marketing Manager, Panasonic Energy Europe NV
About APS NV


Advanced Power Solutions (formerly named Panasonic Energy Europe) is one of the leading suppliers of primary batteries in the European market, with a revenue of € 213 million in 2020. Our key products include alkaline, zinc carbon batteries as well as Ni-MH batteries and specialty batteries. We have two manufacturing facilities, one located in Belgium (Tessenderlo) and the other in Poland (Gniezno) which have a combined production volume of more than 1,800 million units in 2020. With a pan-European network, we sell our products in over 50 countries across Europe. For more information, please visit:

Brusselsesteenweg 502
1731 Zellik