In 1989, Energizer’s Energizer Bunny arrived on television screens and he “kept going and going” throughout the 1990s. Originally starting as a parody to the Duracell Bunnies, he soon became more popular and one of the most iconic brand mascots of all time. His airtime has slowed down in recent years, but he remains as recognizable as ever. In fact, ten years after airing, he was voted number five of the top ten advertising icons by AdAge.

Now, 25 years later, the Energizer Bunny continues to be a popular symbol for the brand. Wondering how consumers perceive this timeless brand icon today, we had 500+ consumers watch and rate this classic Energizer ad. Coming in with an Ace Score of 662, “Energizer Bunny” scored higher than any other Energizer ad in our database.

The ad exceeded the brand’s all-time norms across every component. The ad’s Relevance score of 685 is 8.5% higher while Desire scored 690, topping the brand’s Desire norm by 7%.

With the use of such a strong brand character and messaging, Energizer has cemented its brand values into the mind of the consumers. This can be seen in how consumers answered the question, “Does the brand still reflect the ideas and values presented in the ad?” Eighty-four percent of consumers responded that this ad still represented Energizer’s brand values “a lot.” I think everyone knows by now that Energizer batteries keep “going and going and going…”

Like many Throwback Thursday ads, one of the reasons they stay memorable is their use of humor, and this ad is no exception. Of the 368 respondents who left an optional comment, the most common term used was “funny,” with 16% of consumers using it.

Since Energizer introduced the ever-moving pink bunny to the world, he has become synonymous for long-lasting batteries. In fact, in 2006 the term Energizer Bunny was officially added to the Oxford Dictionary.

Talk to us on Twitter to suggest your favorite throwback ads for the next Throwback Thursday post #TBT.