Rayovac, a leading manufacturer of batteries and flashlights, has plugged into C-K/Milwaukee to power its brand. C-K will handle all creative and media support to position Rayovac for growth against category leaders Energizer and Duracell. The strategy: Leave consumers asking why they’re spending more of their hard-earned money on other brands when less expensive Rayovac batteries last just as long. Annual spend is anticipated around $20 million.

C-K released a white paper, “Shifting Times: What Brands Need to Know to Navigate Today’s Economy,” exploring factors contributing to the current economic climate and ways businesses and consumers are being affected. Highlighting trends like Fuel Fixation, The Sacrificial Life and The Simplicity Movement, the paper offers insight into how brands can be more relevant by anticipating and leveraging consumers’ changing attitudes and buying habits. For more information, please visit www.c-k.com or check out coverage in U.S. News & World Report, PR News and Marketing Daily.