# I Buy My Own Batteries

> Duracell's Ariana Madix ad drew 32.8 million video views, its agency reported.

- Owner: Duracell
- Kind: Campaign
- Sector: Home & lifestyle
- Seed date: 2023-06-07
- Milestone date: Week of Jun 9, 2023
- Date basis: Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.
- Spread Score: 40 (Notable, provisional), v1.2
- Mechanics: Newsjacking, Identity badge, Pairing, Platform jump, Press loop

## Summary

Duracell hired Ariana Madix after Tom Sandoval complained about buying batteries. The ad launched on social media, reached podcasts and press, and received paid streaming amplification. Its agency reported video views; a strategist separately claimed an Amazon sales lift.

## Timeline

- 2023-06-07 — Duracell (TikTok) — Duracell posted its battery ad with Ariana Madix on TikTok and Instagram.
- 2023-06-07 — r/vanderpumprules users (Reddit) — An unaffiliated Reddit thread shared the ad and discussed Madix's sponsorship.
- 2023-06-08 — The Toast (Audio) — The Toast discussed Madix's Duracell ad in its reunion recap.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/duracell-ariana-madix-i-buy-my-own-batteries

Cite as: How It Spread (2026). “I Buy My Own Batteries.” Case HIS-00575. Spread Score v1.2: 40/100. Updated 2026-10-14. https://howitspread.com/id/HIS-00575