Judge: Energizer Bunny Doesn’t Keep Going

A judge has ordered Ralston Purina Co. to stop running ads based on a national magazine test that claimed Energizer alkaline batteries outperform other brands, including Gillette Co.’s Duracell Ultra batteries. The judge in U.S. District Court in New York issued a temporary injunction Thursday, after finding that tests published in Popular Electronics magazine were not reliable. The Bethel-based Duracell division announced Monday that it filed a lawsuit against St. Louis-based Ralston Purina, charging a campaign for Energizer batteries falsely denigrates the performance of Duracell batteries. The lawsuit also claims that the campaign misleads consumers about the comparative performance of alkaline battery brands. Gillette is seeking a permanent injunction and monetary damages.(Times Wire Services)

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