May 9, 2025: East Penn Manufacturing this week won the 2025 BCI Amplify Award for Industry Leadership this week for its “Mission Possible” video campaign that highlights the latest developments in domestic lithium and lead battery manufacturing and the company’s support for first responders and the military.
East Penn’s Joel Brady, credited by his boss Chris Pruitt as being the mastermind behind the firm’s ‘Mission Possible’ campaign said the idea came to him while attending last year’s Battery Show.
“We realised that people were getting lost in the lithium debate little realising the possibilities of using lead batteries,” he said.
Joel started writing the script behind the campaign with a traditional marketing approach but quickly found it unworkable. “I wondered about doing a humorous take on the Mission Impossible movies and then it all seemed to come together.”
The winning campaign highlighted East Penn’s advanced R&D and manufacturing capabilities, including its lithium battery arm, Navitas Systems. The creative storytelling approach helped to further demonstrate the importance of partnering with multiple battery technologies, such as lead and lithium, in a way that protects our supply chain security and sustainably continues to power our way of life.
A panel of judges reviewed Amplify Award entries for industry leadership and ranked them on five criteria: Core values, uniqueness, clarity, design aesthetic, and overall reach. East Penn took the top honor for this 2025 award, with Pacific Northwest National Lab winning Honorable Mention for its campaign to promote the opening of a new Grid Storage Launchpad facility in Richmond, Wash.
“Battery Council International is pleased to see marketing campaigns that focus not just on product innovation, but also the core values that represent our association,” said Roger Miksad, president and executive director of BCI. “East Penn and Pacific Northwest National Lab represent the best of what the energy storage industry has to offer, and they both share BCI’s commitment to promoting essentiality, innovation, sustainability, and safety in battery technologies.”
Founded in 2022, Battery Council International annually presents the BCI Amplify Awards in recognition of a highly effective and top-rated internal or external campaign, program or communication that serves to inform, educate and promote battery products, co.
