Duracell brings 10-year battery life to market

Duracell is bringing peace of mind to the battery category thanks to a new innovation that extends battery life to 10 years when left in storage.

Duracell manufacturer Procter & Gamble called the brand’s new Duralock technology the greatest innovation since the Coppertop was introduced and vowed a level of marketing support that is unprecedented in the brand’s 40-year history.

“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 new batteries feature a “good until” date and are guaranteed to retain their power for 10 years when in storage. This new key attribute will be identifiable to shoppers thanks to a distinctive new Duralock ring on the batteries.

According to the company, the guaranteed power advancement was made possible as a result of improvements in recent years to alkaline cells, including in the purity of ingredients within the actual battery, and upgrades to the battery cell itself.

Engineered to preserve power in three ways, Duracell starts with powerful ingredients that are as pure as 24 karat gold to provide the best fuel for creating the chemical power. The anode and cathode are protected with a unique separator that limits power transfer when not in use. Finally, triple corrosion protection surrounds the contents in an acid resistant, anti-corrosive exterior, ensuring up to 10 years of power in storage and 10 years of trust, according to the company.

That’s probably more technical detail that the average customer will need, as the typical battery consumer just wants a battery that lasts a long time and doesn’t lose power if left if a kitchen drawer.

“We know that consumers typically don’t spend a large amount of time thinking about batteries,” Kuhn said. “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.”


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