Two of the most recognized names in the battery industry are now locked in a high-stakes legal battle. Duracell has filed a federal lawsuit against Energizer, accusing the competing battery maker of launching a false and misleading advertising campaign that could cause serious damage to Duracell’s reputation.

The legal action, filed in a Manhattan federal court on June 13, centers around a recent ad campaign in which Energizer claims its MAX batteries last 10% longer than Duracell’s Power Boost line. Duracell, owned by Berkshire Hathaway, says this comparison is not only unfair but also misleading to consumers. According to the complaint, Energizer’s claim is based on a single industry standard test of AA batteries, without accounting for other recognized performance measures.

Duracell argues that battery performance is complex and multi-dimensional, often evaluated through a range of industry benchmarks, and says the advertisement distorts consumer perception by ignoring this broader context. The lawsuit further accuses Energizer of engaging in a campaign “designed to confuse and mislead consumers” in order to gain market share at Duracell’s expense.

The contested campaign is being widely promoted across television and digital platforms, including Facebook, Instagram, and YouTube. In one particular ad, the well-known Energizer Bunny appears in a dramatic showdown with a competitor battery bearing strong resemblance to Duracell’s product. A voiceover proclaims, “There’s no competition. Energizer MAX outlasts Duracell Power Boost by 10%. No fluff, just facts.”

Duracell sees it differently. The company alleges that the campaign has already inflicted “irreparable reputational harm” by undermining consumer trust, damaging its brand image, and threatening its market position.

In its court filing, Duracell is seeking an immediate halt to the advertising campaign and is asking the court to require Energizer to pay unspecified monetary damages for the alleged harm caused.