Songs For The Deaf



The post-stardom cycle for '80's fixture Pat Benatar is now complete : a flirtation with the blues, the state fair circuit, auction of personal items on eBay, the inevitable comeback album on the CMC label and finally, the following endorsement deal.

from the Associated Press :

Energizer Holdings Inc. is appealing to the rock 'n' roll sensibilities of baby boomers by enlisting 1980s rocker Pat Benatar to boost sales of hearing-aid batteries.

"Our generation has helped shape American culture, especially since we're the first to be raised on rock 'n' roll," Benatar says in a brochure for Energizer's new marketing campaign, "It's Hip to Hear."

"From Aerosmith to the Rolling Stones, our music defines us, but all those years of rockin' are beginning to take a toll," she says.




(no aids required to hear Midnight Angel ; they're coming in loud and clear)

Mini-batteries used in hearing aids are just 8 percent of Energizer's total sales, but the St. Louis-based company sees a potentially huge growth market, said Ernie Petrus, director of sales and marketing for Energizer Miniature Batteries.

Benatar, 51, does not need a hearing aid, but Energizer is betting that she will break the stereotype associated with wearing one, Petrus told the St. Louis Post-Dispatch in Friday's editions.

No truth to the rumor that Energizer will donate free hearing aids to anyone who thinks the Del-Lords' 'Based On A True Story' was pretty good.

Posted: Sun - May 30, 2004 at 02:31 PM      

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