GILLETTE TO BUY DURACELL
By Adnews Staff
Gillette Co. of Boston is getting into the battery business. The company, best known for its razors, is buying Duracell International of Bethel, Connecticut for about $7 billion(US). The deal is expected to close by the end of the year. In Canada, advertising for Gillette is done by BBDO Canada of Toronto and PNMD/Publitel of Montreal. Sometimes advertising is done in-house. Spectrum Public Relations of Toronto does PR. Duracell advertising is done by Ogilvy & Mather of Toronto. Currently Duracell is 34% owned by Kohlberg Kravis Roberts & Co., while the rest is publicly-owned. Duracell markets alkaline batteries. Gillette makes Sensor and Good News shaving products, Right Guard deodorants, Oral-B toothbrushes and Paper Mate pens.