Best ever Duracell alkaline battery to launch in UK

The new technology sees an innovative technological reformulation that will deliver improvements in both power and performance.

The twin elements of the revised portfolio include Duracell Plus – the core line and Duracell Ultra – the longest lasting Duracell alkaline ever, whatever device you use it in.

Duracell Plus now has an advanced longer life whilst Duracell Ultra has been significantly improved with an upgrade so that no other alkaline battery lasts longer.

To complement this innovation in technology and power delivery, the Duracell range has also received a packaging makeover to highlight the upgrade.

The eye catching new planet design is highly engaging for consumers and ensures simple communication of the products, the benefits and brand presence of Duracell.

Over the past 40 years, Duracell has built a reputation for manufacturing and supplying outstanding batteries that consistently lead the market in performance, quality and innovation.

Duracell recognises that different devices demand different levels of power and offers a range of products to ensure consumers can select the right battery for the right device. This latest range revision is no exception, as Duracell is also launching some innovative new portable and rechargeable power solutions (see separate media information)

Duracell is also famous for the legendary Duracell Bunny, the iconic face of the brand for millions of consumers worldwide. The Duracell Bunny will once again be the face of the new campaign to bring the new products to the attention of consumers nationwide as he uses his ‘parkour’ skills around the streets of the UK.

The new advertising breaks in September as part of a high profile multi-media campaign including TV and print advertising, DM and PR.

The much loved Duracell Bunny has been the face of the brand for over 30 years. He has become a cult advertising figure and over the years has taken on different characters to show the Power of the Bunny and illustrate that a Bunny powered by Duracell batteries can continue functioning for a longer amount of time before its battery runs down, allowing it to drum, play football and climb mountains much, much longer than if powered by zinc carbon batteries.

Paul Lettice, Duracell, Trade Communications Manager, at P&G comments: “P&G is committed to driving the battery category forward through product innovations that make a genuine difference to customers’ everyday lives. We have waited a long time to see some genuinely significant innovation in the battery category. This launch is the biggest news for Duracell in 10 years, clearly demonstrating that the Duracell brand leads the way through technology, marketing and consumer understanding.

“We know that the number of devices in use in the UK is on the rise, and that portable power solutions are becoming more and more essential for consumers. The new range of general purpose Duracell batteries is set to meet the needs of consumers for long lasting power. We expect that these new products and product improvements will help retailers by increasing trial in store and, with today’s increasingly hectic lifestyles, attract more consumers to the many benefits of using quality batteries to power their devices.”

For further stockist details please call 0800 597 3388.