Power packed.

DURACELL IS LAUNCHING DURALOCK WITH POWER PRESERVE TECHNOLOGY. Duracell batteries with the Duralock Power Preserve Technology are guaranteed to stay powered for up to 10 years in storage say company officials.

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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 officials add. 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," says Volker Kuhn, general manager for Bethel, Conn.-based Duracell North America, a division of Procter & Gamble. "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.

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