SUPERBRANDS 2009/10

superbrands.uk.com DURACELL

Achievements
Duracell® has continued to be recognised and
rewarded for its portfolio of products. 2009
saw Duracell® Ultra win Product of the Year
in the Battery category while independent
consumer reviewer Which? bestowed
Duracell® Ultra AAA, Duracell® Plus AA and
AAA, and Duracell® ActiveCharge AA with its
Best Buy accolade.

2009 builds on the success of the last few

years, which have seen several Duracell®
products recognised by consumers as
Duracell® has been providing people around the world with portable power for more than ‘products which genuinely enhance their
lives’; in 2008, Duracell® Mini Charger won
40 years. The world’s number one selling AA and AAA battery brand (Source: Nielsen June the Battery Product of the Year accolade
after 12,008 consumers were surveyed and
2007-June 2008), Duracell® provides a variety of personal power options to give consumers in 2007, an independent survey of 10,049
the best value for their power needs. The Duracell® Bunny is an important and enduring symbol consumers chose PowerPix – a specialist Performance Cathode (HPC), with new and the key music consumers who are
digital camera battery – as the best innovation superconductive graphite and an known for their use of high-tech digital
of the brand; created in 1973, it has become one of the world’s most successful brand icons. of the year in the Battery category. ultra pure and higher level of devices. Music downloads also form a
manganese dioxide (the key part of the brand’s music partnership.
Recent Developments active ingredient) ensuring the Following the success of its iTunes
In its ongoing quest to innovate best ever performance from collaboration in 2007, in which a free
and add value for consumers, Duracell® alkaline batteries. music download was given away
Duracell® has upgraded its with every promotional pack
formulation across all AA and Not only has the all-important purchased, Duracell® made
AAA alkaline products as formulation of the AA and the campaign accessible to
well as improving the AAA alkaline batteries been more music consumers by
functionality, user improved but the packaging has partnering with Universal
comfort and design also been redesigned. The entire Music in 2008.
across its product Duracell® portfolio is now set to
portfolio, including feature a new ‘Planets’ identity, Duracell® recognises the
cells, rechargeables giving strong standout and a cohesive opportunities within the market
and torches. look across the range. and is the first major brand in the
UK to invest in a significant above
The technology behind Promotion the line print advertising campaign
Duracell® Ultra AA As an active partner in the summer music for rechargeable cells, driving awareness
and AAA cells has been festivals, Duracell® Powerhouse has appeared among consumers.
improved and specifically at the top UK festivals for the past three
designed to make them the longest lasting years, playing music into the early hours Brand Values
Market Product predecessor, while Duracell® Ultra has been Duracell® alkaline batteries in all devices. after the bands finish. Duracell® Powerhouse As the world’s number one selling battery
Duracell® is the leader in the battery Over the past 40 years, Duracell® has built upgraded to become the brand’s most Duracell® Ultra cells now have a new High reinforces the brand’s connection with music brand, Duracell® provides a variety of personal
market (Source: IRI/GFK last 12 months a reputation for manufacturing and supplying powerful alkaline battery ever. power options to give consumers the best
March 2009) and with a 54 per cent share, superior batteries that consistently lead value for their power needs. Thanks to its long
Duracell®’s sales are not only steady, but the market in performance, In addition to developing its core history of innovation and its focus on best
growing. In February 2009, total alkaline quality and innovation. product portfolio, Duracell® is serving the needs of the consumer, Duracell®
market sales were worth £282 million Duracell® recognises that committed to excellence within the continues to set the standard for portable
(Source: IRI/GFK). different devices rechargeable sector. As a brand, power. Through the Duracell® Technology
demand different Duracell® has made full use of its Center, the company continues to invest in
In recent levels of power and extensive research and development ways to enhance the performance of its
years, there offers a range of skills to bring to market a range of alkaline and specialty batteries.
has been products to ensure rechargeable products. The full range
substantial consumers can select the features family-sized and compact duracell.com/uk
growth in right battery for each device. chargers, including the premium one
AA and AAA hour charger which charges four AA
batteries (or ‘cells’), The two pillars of its portfolio are or AAA cells in one hour. Things you didn’t know
primarily fuelled by sales Duracell® Plus, the core line, and about Duracell®
of high-tech gadgets such as digital Duracell® Ultra, its premium offering. In Duracell® also offers a range of
cameras, MP3 players and other devices 2008 the entire Duracell® alkaline range speciality batteries for watches and
which require portable power solutions had a significant performance upgrade. electronic, security, photo lithium and The name ‘Duracell’ is a portmanteau
(Source: Euromonitor 2008). Duracell® Plus now has a longer life than its photo devices. for ‘durable cell’.

1920s 1950s 1964 2000s The Duracell® bunny made his first
appearance in a US advert in 1973.
Scientist Samuel Ruben Ruben improves the Eastman Kodak introduces Duracell® introduces Duracell® continues Duracell® launches its
and a manufacturer of alkaline manganese cameras with a built-in flash its AAA battery. to lead the way with Best Ever Formulation
A Duracell® battery appears in the
tungsten filament wire, battery, making it more unit that need the added Soon, the consumer product innovation, across the AA/AAA
film The Matrix. It is used by Laurence
Philip Rogers Mallory, compact, durable and power provided by alkaline market for Duracell® reflected in the alkaline portfolio and
Fishburne’s character, Morpheus, to
join forces to form longer lasting than manganese cells but in a batteries rockets. Duracell® Plus and a refreshed design
illustrate how humans are being used
Duracell® International. anything before it. new size, AAA – this puts Ultra batteries. of the entire product
alkaline cells on the map. line-up.
as a power supply.