BON JOVI IN DURACELL POWER PACT: NEW YORK (Billboard) - When Bon Jovi releases the reworked greatest-hits album "This Left Feels Right" on Island Def Jam Nov. 4, its marketing campaign will receive an energy boost from Duracell batteries. The band is featured in one of three TV spots that are running as part of a $30 million Duracell commercial campaign that began Oct. 6. The commercial featuring Bon Jovi accounts for $8 million of the campaign budget. Demonstrating the value of Duracell batteries on the small and the large scale, it switches from a girl singing with a hand-held mic to Bon Jovi playing "Everyday" in a concert, according to Bruce Kirkland, who is part of the Bon Jovi management team. Part of that campaign involves a retail tie-in with stores chosen by Duracell. Those retailers get super-value packages with an "instantly redeemable coupon" giving a discount on the new Bon Jovi album. "If you buy X number of battery packs, you can get anywhere between $3 and $5 off the record's price" at certain retailers, Kirkland says. "So if an account has the album priced at $10, the customer could get it for $5." The redemption amount can vary from retailer to retailer, depending on how Duracell structured the deal. In October, customers at Kmart and Meijer's could use a Duracell coupon to get a discount on Bon Jovi catalog titles. During November, customers at Target and Best Buy can use Duracell coupons to get a discount on the new album. Duracell apparently chose those retailers that move the largest amount of its product line. The album started out as an unplugged greatest-hits record, but when the band got into the studio it began playing around with arrangements of the songs, Kirkland explains. "So it's not just an acoustic greatest-hits record anymore. It still has the familiarity of hits, but there is a freshness of songs." Ed Christman courtesy of Billboard