The original name of this breakthrough product was the “Sears Allstate 12 Volt Super Power Cell.” It was renamed and promoted as the Sears DieHard which “starts your car when other batteries won’t.” The idea to rename the product was brilliant. The advertising which has followed is equally powerful. It is based on simple demonstrations of the product’s dependability. The DieHard is, also, one of the few products introduced in the Sixties which became Number 1 in replacement batteries through the print media exclusively and maintained its position through the use of television.
Sears Diehard Battery
