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CPG Management., marketing

Procter & Gamble’s Duracell builds a better battery

Duracell is launching a new line of batteries that will improve their storage life by 43 percent.

The battery maker, one of Procter & Gamble Co.’s    billion-dollar brands, will roll out batteries with Duralock with Power Preserve technology this summer. The new Duracell batteries are guaranteed to stay powered for up to 10 years in storage. The previous guarantee for most Duracell batteries was seven years.

“All batteries are not the same,” Volker Kuhn, general manager for Duracell North America, said in a news release. “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.”

Duracell with Duralock will be packaged with a “good until” date and feature a new Duralock ring. All Duracell batteries, including CopperTop, Ultra Power, Rechargeable, Hearing Aid and Coin Button cells will carry the Duralock guarantee.

To boost the battery’s life, Duracell improved the purity of ingredients used in the battery, protected the anode and cathode with a unique separator that limits power transfer when not in use, and used triple corrosion protection surrounding the contents in an acid resistant, anti-corrosive exterior.

Along with the new technology, Duracell will launch its largest marketing campaign in history, including in-store displays, television and print advertising and public relations.

Cincinnati-based P&G (NYSE: PG) is the parent of other well-known consumer brands like Tide, Downy, Pampers and Crest.

via Procter & Gamble’s Duracell builds a better battery – Business Courier.


About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.


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