Duracell Reveals Duralock with Power Preserve Technology

Duracell is launching 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, say company officials.  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 cells 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 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. "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.” Duralock with Power Preserve Technology by Duracell www.pg.com