DURACELL GOES HIGH-TECH
By Adnews Staff
Duracell Inc. of Bethel, Connecticut has developed a line of batteries that can be used in high-tech devices such as cellular phones, digital and flash cameras, MiniDisc players and camcorders. Called Duracell Ultra, the batteries will be available in North America and Europe beginning in May. Duracell says the new batteries will last up to 50% longer than ordinary alkaline batteries. In Canada, the Duracell Ultra batteries will be promoted using TV ads and point-of-purchase materials created by BBDO Worldwide of New York. The agency's Toronto office will localize the ads for the Canadian market and do the Canadian media buy. PR is being done by Media Profile of Toronto. Duracell says high-tech devices currently account for 18% of the total AA and AAA-size battery consumption. This is expected to grow to 28% by the year 2002. Duracell is owned by The Gillette Company. It also markets rechargeable nickel metal hydride batteries, primary lithium and zinc air batteries.