Frankfurt, August 22nd, 2007 - Outstanding innovations and best quality: features like these have made Varta one of the most successful battery manufacturers in the industry. High quality products – this is what retailers and consumers associate with Varta. With the relaunch in September 2007, Varta does not only present batteries unrivalled in their power but also an internationally acclaimed celebrity at the POS: Boris Becker will stand for the new quality products. His motto: “I trust the best from Varta.”

For Martin Schräer, International Marketing Director Primary Batteries and Flashlights there is no question that the new batteries are the best the market has to offer. “As leading innovator, we are consistently developing and improving our products. At present, our new batteries represent the ultimate state-of-the-art technology.” With up to ten percent more power, the Max Tech and High Energy cells by Varta outperform all products of the competition. “None is better than ours,” Martin Schräer, International Marketing Director Primary Batteries and Flashlights puts it in a nutshell.

With extensive consumer surveys, Varta has made sure that their batteries are meeting all user demands. “Our products are always designed in line with the consumers´ ideas – because their wishes are always top priority to us,” Martin Schräer, International Marketing Director Primary Batteries and Flashlights points out. Current market research results prove the success of this approach: Next to the outstanding performance potential of the new cells, nine out of ten persons in the survey consider the expressive and characteristic design the key advantage of the product line. The optimised packaging design underscores the quality of the products. More dynamics as well as clear and user-friendly information: the new design of blisters and cells is a straightforward appeal to the consumer. Large pictogram icons and the quality statement “Made in Germany” facilitate orientation and product selection, enhance confidence in the brand, and render the products more attractive. These are clear and convincing arguments for the sales potential of the product range.

“In order to give the sell-out the decisive push, we are deliberately breaking new ground with Boris Becker,” Martin Schräer, International Marketing Director Primary Batteries and Flashlights explains. After all, the top sports star is a sure-fire guarantee for customers´ undivided attention on Varta products at the POS. “With his authentic manner of appearance, Boris Becker is a very popular celebrity all around the world. In this way, he supports the consumers´ already high trust in our products. With him we will assure an additional buying impulse.”

Aside from sales promotion activities with the tennis legend as testimonial, Varta offers extensive support to vendors and retailers: informative sales material as well as comprehensive PR- and marketing activities will round off the relaunch. The displays for the POS are all completely geared to Boris Becker. As usual, Varta has everything on offer – for all different demands of both specialised retailers and large wholesalers.

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