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BETHEL, Conn. — Duracell is introducing a new technology that it calls "the biggest news in the brand’s battery product portfolio since the creation of CopperTop."
The Procter & Gamble brand said Friday that this summer it plans to ship to retailers the first Duracell batteries with Duralock Power Preserve Technology, which are guaranteed to stay powered for up to 10 years in storage.
Duracell with Duralock will be packaged with a "good until" date and be identified by the new Duralock ring.
According to the company, the full portfolio of Duracell batteries including Ultra (AA/AAA), CopperTop (AA/AAA/C/D/9V), Rechargeable (AA/AAA), Hearing Aid and Coin Button cells will carry a Duralock Power Preserve guarantee.
Duracell noted that its research finds that some 20 battery-operated devices reside in the typical household, so the Duralock 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," stated Volker Kuhn, general manager for Duracell North America. "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 biggest marketing campaign in history, including in-store displays, television and print advertising and public relations, the company said.
Plans call for Duracell with Duralock to be available at mass merchandisers, industrial, electronics and battery distributors and hardware stores nationwide starting in late summer.
