Bozell Palmer Bonner of Toronto has been hired by Pure Energy Battery as agency-of-record to launch the company’s new rechargeable alkaline batteries this fall.

Bozell will spearhead a $3-million campaign involving national advertising, direct marketing, sales promotion and public relations, which will be handled by Bozell’s pr arm, The Communications Group of Toronto.

Pure Energy, of Richmond Hill, Ont., has spent the last few years developing the environment-safe alkaline batteries that can be reused 25 times or more with a special recharger.