May 9, 2025: Stryten Energy on Tuesday won the 2025 BCI Amplify Award for Product Marketing for its innovative video campaign promoting Enhanced Flooded Batteries, featuring the Not-So-Grim Reaper.
“We’re proud to accept the BCI Amplify Award for Product Marketing for our Grim Reaper Enhanced Flooded Battery campaign,” said Melissa Floyd, Stryten Energy’s vice president of communications and marketing. “Our Grim Reaper campaign proves that humor is alive and well in B2B advertising.”
The BCI audience reaction, when shown the Grim Reaper, was positive with laughter and clapping — a clear indication that Stryten’s campaign was on the button and the message was on target.
“As the definitive spokesperson for battery life and death, Grim is the perfect choice to deliver the performance and longevity benefits of our Enhanced Flooded Batteries. This award celebrates our team’s commitment to pushing the boundaries.”
A panel of judges reviewed Amplify Award product marketing entries and ranked them on four criteria: innovation, uniqueness, clarity, and design aesthetic. Stryten took the top honor for the 2025 awards, with C&D Trojan winning Honorable Mention for its Lithium OnePack campaign that featured a golf cart climbing Pike’s Peak to highlight the power, reliability, and overall performance of Trojan Battery’s new innovative golf cart battery.
“As the battery industry continues to innovate and evolve, forward-thinking approaches to marketing efforts will help inform the marketplace of the newest developments in performance and safety,” said Roger Miksad, president and executive director of BCI.
“Stryten should be commended not just for its compelling marketing efforts over the last year, but for its continued commitment to commercializing the next generation of energy storage solutions.”
Separately, a lead battery storage system from Stryten Energy has been installed as part of a major new energy research project at the Georgia Institute of Technology campus in the US.
Stryten said on April 23 that the BESS has been installed at the Carbon Neutral Energy Solutions Laboratory (CNES) on the campus in Atlanta.
The installation aims to create a living-learning lab that supports research and real-world applications of medium-duration energy storage solutions, Stryten said.
“A lead BESS was selected for this initial installation due to its cost-effectiveness, high discharge rates, and recyclability, backed by extensive research demonstrating its reliable performance.”
The BESS is a dynamic storage system that integrates renewable energy sources into the existing power mix, providing stable and dependable backup power and reducing grid dependency during peak hours.
With its additional components and software, the system is capable of bi-directional charging, allowing current to flow into the battery for charging and out of the battery to power the grid or microgrid.
Scott Childers, VP of essential power at Stryten Energy, said: “With the introduction of this BESS, powered by lead batteries, we see behind-the-meter applications getting their day in the sun.”
The project will also highlight the advantages of lead BESS facilities in terms of cost savings, technology, environmental and safety perspectives, Childers said.
Richard Simmons, director of research and studies at Georgia Tech’s Strategic Energy Institute, said the BESS was “an enabling piece of the distributed energy resources puzzle”.
At the CNES lab, researchers can now control charging and discharging cycles for the battery in coordination with an existing solar PV array and a new EV charging test facility, he said.
“This research tool will allow the time-shifting of peak solar input by several hours to meet late afternoon building loads and store renewable energy for the overnight charging of campus vehicles.”
Simmons said it was hoped that the lead BESS will be one of several similar battery pilot projects at Georgia Tech, with lithium ion and flow batteries also being considered.
