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June 01, 2012 at 09:09 AM EDT
Duracell® Reveals Its Biggest Battery News Since the Creation of Iconic CopperTop

Whether it's an approaching storm or a summer vacation with the family, there are too many important details to consider and no time to worry that the batteries you select will have the power you need for your critical devices. That’s why Duracell®, the Trusted Everywhere brand, is giving consumers peace of mind with the launch of Duralock with Power Preserve™ Technology, the biggest news in the brand’s battery product portfolio since the creation of CopperTop. Set for retail distribution starting this summer, Duracell batteries with the Duralock Power Preserve Technology are guaranteed to stay powered for up to 10 years in storage.1

Duracell's new Duralock with Power Preserve(TM) Technology batteries guarantee power for up to 10 ye ...

Duracell's new Duralock with Power Preserve(TM) Technology batteries guarantee power for up to 10 years in storage -- the brand's biggest news since CopperTop. (Photo: Business Wire)

Duracell with Duralock will be packaged with a ”good until” date and be recognizable by the new Duralock ring, providing consumers with instant recognition and the comfort of knowing that Duracell batteries left sitting in a drawer will still work when they are needed most. Whether it’s a CopperTop, an Ultra Power, or a Rechargable battery, Duracell’s Duralock technology means that there’s a battery best suited for every lifestyle. The entire portfolio of Duracell batteries including Ultra (AA/AAA), CopperTop (AA/AAA/C/D/9V), Rechargeable (AA/AAA), Hearing Aid and Coin Button cells1 will carry a Duralock Power Preserve guarantee.

“All batteries are not the same,” said Volker Kuhn, general manager for Duracell North America. “Duracell has always committed to creating batteries and power solutions that consumers can rely on whenever they need it most. Whether it is powering the devices that keep you connected, that entertain, educate, or protect you and your family, the promise of guaranteed power that comes with Duracell with Duralock is an innovation we feel consumers deserve."

THE TECHNOLOGY BEHIND DURALOCK

Duracell’s huge leap forward with our guarantee was made possible as a result of significant improvements in recent years to our alkaline cells, including in the purity of ingredients within the actual battery, and upgrades to the battery cell itself. Engineered to preserve power in three ways, Duracell starts with powerful ingredients that are as pure as 24 karat gold to provide the best fuel for creating the chemical power. The anode and cathode are protected with a unique separator that limits power transfer when not in use. Finally, triple corrosion protection surrounds the contents in an acid resistant, anti-corrosive exterior, ensuring up to 10 years of power in storage and 10 years of trust.

REALIZING THE NEED FOR TRUSTED POWER

Duracell research reports that some 20 battery-operated devices reside in the typical household, so Duralock’s guarantee means that consumers will be more prepared than ever before to power the devices in their homes regardless of the situation – from remote controls and toys to clocks and garage door openers, and essential devices like smoke and carbon monoxide detectors.

"We know that consumers typically don’t spend a large amount of time thinking about batteries,” said Kuhn. “But with the demand for more battery power on the rise due to the large amount of battery-operated devices on the market, it’s important that Duracell is recognized as a power solution they can trust. Whether a child’s toy runs out of juice, a natural disaster occurs and a flashlight needs to work, or you’re just looking to kick back and relax with a handheld gadget, Duralock’s up to 10-year guarantee means that you will always have access to power when you need it – even if your batteries have been in storage for years.”

The launch of Duralock will be supported with Duracell’s largest marketing campaign in history, including in-store displays, television and print advertising and public relations. Duracell with Duralock will be available at mass merchandisers, industrial, electronics and battery distributors and hardware stores nationwide starting late summer.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Duracell products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits.

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company’s leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

1Length of power preserve in storage varies by battery type. Ultra (AA/AAA), CopperTop (AA/AAA/C/D) and Lithium Coin are ten years. CopperTop (9V) is five years. Rechargeables (AA/AAA) and Alkaline Coin Button are three years and Hearing Aid (Alkaline) are four years.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50296680&lang=en

Contacts:

Duracell
Kurt Iverson, +1 203-796-4669
iverson.k@pg.com
or
Citizen Paine
April Guillerme, +1 212-613-4971
April.Guillerme@citizenrelations.com
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