BETHEL, Conn., Oct. 28, 2008 – Consumers have powered their equipment with Duracell for more than 40 years, and now they can boost the memory of their devices with a full line of Duracell flash memory products created through a new alliance with Dane-Elec, a leading global manufacturer and distributor of memory.

“When you think about it, flash memory is a great fit for Duracell since there’s a big consumer trust factor in saving family photos or key documents,” said Rick June, vice president and general manager at Duracell. “Memory is a complementary category that just makes sense for a digital camera user who’s already buying Duracell batteries to power the device. Power and memory go together and give our consumers added assurance that they have quality at the heart of their gear.”

According to a recent Gartner Group report, the flash card memory market is anticipated to exceed $25 billion by 2012. Dane-Elec has played a critical role in the flash memory market development, introducing flash memory products since 2000. Today, Dane-Elec ships nearly 40 million memory products worldwide each year.

“Dane-Elec is proud to provide Duracell with the quality, reliability and depth of our flash memory products,” said Michel Hassan, General Manager at Dane-Elec USA. “Duracell is one of the most well-known global brands, and this partnership can’t help but bring Dane-Elec tremendous credibility in the global marketplace.”

Dane-Elec products covered under the agreement include a wide variety of Secure Digital, CompactFlash and microSD Flash Memory cards; USB Flash Drives; Flash memory Card Readers; and other Flash Memory bundles, such as an Instant Power Charger and micro SD card bundle, USB Flash Drive 3-packs or SD Card 3-packs.

The Duracell Flash products are now available at select grocery and pharmacy stores nationwide, including Albertson’s, Jewel Osco, Kroger, Shop N Save, Publix, Walgreens, Best Buy Canada, and Walmart Canada; plus online at Verizon Wireless and Target.com. More information about the products and capacities can be found online at www.duracellflash.com.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

About Dane-Elec:

Dane-Elec is a leading, global manufacturer of memory modules and boards for computers, telecommunications and digital appliances. The company assembles and distributes products through its own distribution network in Europe (France, United-Kingdom, Germany, Belgium, Scandinavia, Holland, Italy and Spain), in the U.S.A., ASIA and recently Israel. More information about the company can be found at: www.dane-elec.com

New York, N.Y., Dec. 22, 2008 – Supermodel Gisele Bündchen appeared at the Duracell Power Lodge in Times Square with members of her family to help in the final push to power the numbers 2-0-0-9, which will light up as the New Year’s Ball drops. By pedaling on specially designed snowmobikes, the Bündchen family helped Duracell close in on its goal of collecting 230 pedaling hours, which will generate enough energy to illuminate the “2009” sign once the ball drops on New Year’s Eve in Times Square.

“I am so excited to have my family in town for Christmas and we’re going to do things you can only do in New York City—including being part of this great project Duracell has in Times Square,” said Bündchen. “We are going to pedal on the snowmobikes in support of the Agua Limpa Project which was started by my father and provides clean drinking water to people in regions of Brazil.” Bündchen adds “So when we watch this year’s New Year’s Eve celebration in Times Square, the light we helped create is dedicated to the light that the Agua Limpa Project has brought to so many.”

The Bündchen family joins a host of other celebrities who have pedaled snowmobikes to help light the “2009” sign, including entertainment legend Liza Minnelli, news anchor Katie Couric, musicians Nick Lachey, Leona Lewis, Brandy, Sean Paul, Lady GaGa, Ne-Yo and Natasha Bedingfield, actors Peter Facinelli and Michael Urie, the cast of the New Electric Company, and “Project Runway” winner Christian Siriano.

All guests to the Duracell Power Lodge at the Charmin Restrooms in Times Square can hop on a snowmobike to generate power, which Duracell will capture and use to illuminate the “2009” sign. The snowmobikes use rotary technology to capture energy through the spinning wheel when the bike is pedaled. Power is then routed into the Duracell Battery Center, where it will be stored until New Year’s Eve and trusted to light the night’s most important moment. Duracell is nearing its goal of 230 pedaling hours, but more people are needed to ensure there is enough power to illuminate the sign throughout the entire Ball Drop ceremony.

“As New Year’s Eve approaches, excitement and support continues to grow as celebrities and thousands of Times Square visitors give us their personal power to help Duracell light 2009,” said Rick June, vice president and general manager, Duracell North America. “We are well on our way to powering the new year!”

Duracell Power Lodge visitors also can recharge from the frantic holiday pace with a variety of entertainment activities. The Duracell Recharge Rest Stop lets visitors plug-in and charge their personal entertainment and digital devices – including digital cameras, cell phones, BlackBerrys, iPods, MP3 players and gaming devices – at Duracell power stations. Families can enjoy multiple Wii stations and check out some of the hottest toys of the season, including Mattel’s D-Rex Interactive Dinosaur, courtesy of Duracell and partners Nintendo and Mattel.

The Duracell Power Lodge is being held in conjunction with the annual Charmin Restrooms in Times Square. For the third consecutive year, the Charmin Restrooms have returned to Times Square and the Duracell addition creates two floors of fun: the first for "relief" where tourists and New Yorkers alike can enjoy the ultimate bathroom experience and the second where visitors can "recharge" their devices and their holiday spirit. “

Times Square visitors are learning that Duracell is here to serve their personal power needs to keep their devices juiced up – even when a power outlet is nowhere to be found,” said Craig Bida, Duracell brand manager. “People depend on their mobile devices today like never before, and Duracell is making it easier to keep things powered up anytime and anywhere.”

The Duracell Power Lodge and Charmin Restrooms are open now through December 31st from 10 a.m. to 9 p.m. Sunday through Wednesday, and 10 a.m. to 11 p.m. on Thursday through Saturday. They are located at 1540 Broadway in Times Square between West 45th and West 46th Streets. The Power Lodge and Restrooms will close at 6 p.m. on Christmas Eve and 3 p.m. on New Year’s Eve, and will be closed on Christmas Day. In addition, this year, the Charmin Restrooms will also be open on New Year’s Eve from 12 a.m. to 2 a.m., offering the crowd of millions in Times Square a safe and accessible bathroom haven after the 2009 Ball drops.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., Oct. 7, 2008 – Actress Maggie Gyllenhaal is teaming up with Duracell today to direct a nationwide casting call to find Duracell Holiday Ambassadors who will help “Power A Smile” this holiday season. The winning ambassadors will work alongside Gyllenhaal, best known for her high-wattage performance in the blockbuster film “The Dark Knight,” in the Duracell “Power A Smile” campaign to spread smiles and cheer to children in hospitals throughout the country and in their own communities.

Children between the ages of six and 15 are invited to participate via online and in-person casting calls. The online search will take place at www.PowerASmile.com now through Nov. 3, 2008, at 8 a.m. EST. To enter, parents can upload a photo of their child exhibiting that moment of excitement upon opening or powering up a gift for the first time. Winning entries will be judged for creativity and originality based on a short story submission about the best gift their child ever received and why it made them smile.

“Countless toys come to life each holiday with the help of a small Duracell battery. We believe that all children should experience the elation of seeing a new toy power up for the first time,” said Bob Jacobs, marketing director at Duracell. “This year, Duracell wants to power even more smiles around the country, especially in those places where smiles are needed most, such as children’s hospitals. That’s why we are again looking for happy and enthusiastic children to help bring that same feeling to others this holiday season.”

The winners will receive a trip to New York City to meet Gyllenhaal in early December, a $500 shopping spree, Duracell batteries to power all of their holiday toys and the chance to power smiles for less fortunate children this holiday season. As a Holiday Ambassador, they will return to their local community with donated toys and Duracell batteries to deliver to local children’s hospitals just in time for the holidays.

“There is nothing more important to me than helping to keep children everywhere healthy, safe and happy,” said Gyllenhaal. “I am thrilled to join Duracell and the young ambassadors to do even the littlest bit to make that possible and spread some joy this holiday season.”

The judging panel will include representatives from Duracell as well as from local and national children’s hospitals. Duracell will choose five ambassadors in all – two winners will be selected through in-person casting calls in Dallas and Philadelphia – and three winners will be selected through a national online casting call now through Nov. 3, 2008, at 8 a.m. EST. Winners will be selected on or about Nov. 13, 2008.

Rules and Regulations

The Duracell Power A Smile national online contest is open only to residents of the United States or the District of Columbia 18 years of age or older at time of entry and who are a parent/legal guardian of a child six-15 years of age as of time of entry. The child must appear in the photo and must also be a resident of the 50 United States or the District of Columbia. Employees of Procter & Gamble, its affiliates, subsidiaries, advertising, public relations and promotion agencies and their immediate family members and/or those living in the same household of each are not eligible. All federal, state and local laws and regulations apply. Void where prohibited by law. Official rules and regulations can be found on the program Web site at www.PowerASmile.com.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., December 3, 2008 – Joined by actress Maggie Gyllenhaal, Duracell® today announced the winners of a nationwide search for five child Holiday Ambassadors – ranging in age from six to 15 years old – at an event in New York City. The Duracell Holiday Ambassadors will accompany Gyllenhaal, best known for her role in “The Dark Knight,” to promote the Duracell Power A Smile campaign, which aims to spread the joy of powering up a gift for the first time to those most in need.

To kick off the campaign in Gyllenhaal’s hometown today, the New York-based actress and Holiday Ambassadors hand-delivered Duracell batteries and Mattel toys to the Morgan Stanley Children's Hospital of New York-Presbyterian. Later this month, the Holiday Ambassadors will make a similar donation of toys and batteries in his or her hometown, helping power smiles during what can be a difficult time of year for hospitalized children. Each of the participating hometown hospitals is a member of the National Association of Children’s Hospitals and Related Institutions (NACHRI), a network that ensures the health of all children through clinical care, research, training and advocacy.

Gyllenhaal and the Holiday Ambassadors also are encouraging families across the U.S. to visit www.PowerASmile.com and join Duracell in supporting children’s hospitals by simply sharing one smile to power another. For every photo of a smile that is uploaded to the Web site, Duracell will make a $1 donation to the Mattel Children’s Hospital UCLA. Uploaded photos will be featured on the Duracell Web site throughout the holiday season.

"I’m so excited to meet the Duracell Holiday Ambassadors,” said Maggie Gyllenhaal. “I’m looking forward to working with them over the holidays.”

The following are the winners of the Ambassador search:

• Grace, 10, Rogers, AR
• Lukeya, 12, Feasterville, PA
• Nikay, 8, Albuquerque, NM
• Hailee, 7, Olympia, WA
• Iyana, 6, Silver Springs, MD

“For any parent, the thrill of seeing their children enjoying the holiday season makes for lifelong memories,” said Bob Jacobs, marketing director at Duracell, a Procter & Gamble Company. “Our Power A Smile program is designed to make sure children get to experience the joy of the holidays even if a hospital stay takes them away from home. Maggie Gyllenhaal and our Duracell Holiday Ambassadors truly embody the spirit of the program and will help power smiles across the country.”

Three children were chosen via an online casting call by submitting photos that demonstrated the elation of opening or powering up a toy for the first time. In addition, two children were chosen from in-person casting call events in Dallas and Philadelphia. The judging panel included representatives from Duracell, Mattel and Mattel’s Children Hospital UCLA.

Gyllenhaal will greet the ambassadors at a press event in New York City on Wednesday, Dec. 3, starting at 1p.m. ET at the Children’s Museum of Manhattan located at 212 W 83rd St between Broadway and Amsterdam. Press credentials are required for entry. For more information about the Duracell Power A Smile campaign, Gyllenhaal’s involvement and profiles of the Duracell Holiday Ambassadors, please visit www.PowerASmile.com.

About Mattel Children’s Hospital UCLA

Mattel Children's Hospital UCLA, one of the highest-rated children's hospitals in Southern California, is a vital component of UCLA Medical Center, ranked by U.S. News & World Report as the third best hospital in the nation and best in the western United States for the past 19 years. Mattel Children's Hospital offers a full spectrum of primary and specialized medical care for infants, children and adolescents. The hospital's mission is to provide state of-the-art treatment for children in a compassionate atmosphere, as well as to improve the understanding and treatment of pediatric diseases. For more information, visit www.uclahealth.org/mattel.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., Dec. 2, 2008 – For the first time ever, people can honestly say they helped power the New Year. Visitors to the Duracell Power Lodge in Times Square will have the opportunity to “put the pedal to the metal” and create the energy that will be used to fill batteries and power the iconic numerals 2-0-0-9 that light up as the New Year’s Ball drops and the clock strikes midnight.

To capture the energy needed to illuminate “2009,” Duracell is inviting guests to the Duracell Power Lodge at the Charmin Restrooms in Times Square to hop on a snowmobike to generate power. The snowmobikes operate through rotary technology, capturing energy through the spinning wheel when the bike is pedaled. From there, power is routed into the Duracell Battery Center where it will be stored until New Year’s Eve and trusted to light the night’s most important moment.

“At Duracell we are always looking for new and innovative ways to store energy for consumers to power their important moments,” said Rick June, vice president and general manager, North America. “The Duracell Power Lodge is a giant example of the work we do every day. This time the battery is bigger and we’re storing people power to light up the 2009 display when the world famous New Year’s Ball drops in Times Square at midnight. Our guests in New York will truly be powering the New Year with Duracell.”

In addition to lighting up the New Year, visitors to the Duracell Power Lodge will be able to recharge from the holiday hustle and bustle with a variety of entertainment activities. The Duracell Recharge Rest Stop allows visitors to plug-in and charge their personal entertainment and digital devices – including digital cameras, cell phones, BlackBerrys, iPods, MP3 players and gaming devices – by using Duracell power stations. Families will enjoy fun, interactive activities courtesy of Duracell and partners Nintendo and Mattel. Kids can enjoy multiple Wii stations and an early look at some of the hottest toys of the season, including Mattel’s D-Rex Interactive Dinosaur.

The Duracell Power Lodge is being held in conjunction with the annual Charmin Restrooms in Times Square. For the third consecutive year, the Charmin Restrooms have returned to Times Square and the Duracell addition adds up to 2 floors of fun: the first for "relief" where tourists and New Yorkers alike can further enjoy the ultimate bathroom experience and the second where visitors can "recharge" their devices and their holiday spirit.

HARNESSING HOLIDAY ENERGY – HOW IT

More than 200 pedal hours are needed to power “2009” on New Year’s Eve. Six snowmobikes, operating through rotary technology, will be on-site at the Duracell Power Lodge and available to visitors. As consumers begin to pedal, energy is captured through the wheel. The amount of energy captured is determined by the power, speed and length of the cycling. Duracell’s capture and storage system is uniquely configured to harness the energy exerted while pedaling and convert it to power as it travels from the snowmobike to the Duracell Battery Center. The power will be transferred from the Duracell Power Lodge to One Times Square prior to December 31st in preparation for the New Year’s Eve Ball drop festivities.

The Duracell Power Lodge and Charmin Restrooms are open now through December 31st from 10 a.m. to 9 p.m. Sunday through Wednesday, and 10 a.m. to 11 p.m. on Thursday through Saturday. They are located at 1540 Broadway in Times Square between West 45th and West 46th Streets. The Power Lodge and Restrooms will close at 6 p.m. on Christmas Eve and 3 p.m. on New Year’s Eve, and will be closed on Christmas Day. In addition, this year, the Charmin Restrooms will also be open on New Year’s Eve from 12 a.m. to 2 a.m., offering the crowd of millions in Times Square a safe and accessible bathroom haven after the 2009 Ball drops.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, CT, Nov. 6, 2008 -- When an emergency strikes, nothing is more welcoming than a calm voice and a reliable power supply. Duracell® is providing a bit of both with the introduction of Duracell® Powerpack 450 with Voice. It’s a solution that consumers need, according to a recent survey that shows the majority of Americans are not equipped for power emergencies either at home or on the road.

Duracell® Powerpack 450 with Voice is a durable, stand-alone power supply with 450 watts of AC household power for important electronics and appliances. Its voice technology – new to the portable power category – “talks” consumers through how to use the Powerpack’s built-in vehicle jump-start system. The voice technology also tells consumers how to inflate a tire with the Powerpack’s built-in air compressor, and it tells them how much runtime they have for each device connected to the Powerpack’s multiple outlets.

“The Duracell Powerpack 450 with Voice is designed to be rugged to stand up to road trips, picnics and camping,” said Rick June, Duracell vice president and general manager. “It also provides the reassurance of a night light and a comforting voice. When you are away from home, it’s great to know you have a power backup that can also help perform the most obvious and crucial road fixes.”

Americans today are more dependent than ever on their electronic devices, especially when it comes to staying in touch with the important people in their lives. Yet, when it comes to being prepared for something as simple as a loss of power—at home or on the road—most people are not as ready as they should be, according to a survey by Xantrex Technology Inc. and Duracell. A startling 91 percent of Americans surveyed admit that outages make them anxious, yet most of them have not taken the necessary precautions to prepare. Sixty-one percent report they do not have any backup power sources in their homes.¹

Americans who travel are no more prepared with power on the road: 71% do not have an emergency preparedness kit in their vehicle, and only 11% have an independent jump-start solution that does not require another vehicle’s assistance.¹ Duracell® Powerpack 450 with Voice helps Americans have peace of mind at home and while traveling.

These power solutions are available online and at select mass and specialty retail stores nationwide. Visit www.duracellpower.com to learn about the full line of products.

These new products are being introduced through Duracell’s business alliance with Xantrex Technology Inc., which began in June 2007. Xantrex is an innovator in portable power and backup power products. Xantrex solutions allow consumers to operate and charge mobile electronic devices such as laptop computers, PDAs, cell phones and more, so they can stay productive when on the go. Xantrex also provides portable and home emergency backup power sources, and smart charging capabilities for automotive batteries.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

¹ “Are You Prepared with Power?” Xantrex Technology Inc. Survey, 2008

BETHEL, CT, Sept. 30, 2008 – The National Center for Missing & Exploited Children (NCMEC) and Duracell are partnering for the third consecutive year through the Power of Parents child safety program to arm families with important new information about school year safety. According to new data released today from NCMEC, most abduction attempts occur after-school, between the hours of 2 p.m. and 7 p.m.¹ Almost half of non-family abduction attempts happen when a child is walking to or from school or a related school activity.² NCMEC also found that the overwhelming majority of children affected by abduction attempts are young girls (74 percent) between the ages of 10 and 14 years old. As 56 million students grades K through 12 are beginning their school year, it is more important than ever for families to take the time to have important safety discussions.

To help parents guide the conversation with their children, NCMEC and Duracell have expanded their child safety resource portfolio with the addition of a new, free Child Safety Handbook. The handbook has been developed for parents of children who are infant through high school ages. It is available on www.powerofparentsonline.com.

As children are back in school, NCMEC and Duracell encourage parents to pay attention to and carefully become familiar with the adults who are in their children’s lives including tutors, coaches, day care providers and after-school program leaders. Currently, only 58 percent of parents and guardians are taking this important step.³

“We know that the best line of defense in child safety is the guidance of a parent and we hope that the data we’ve released today serves as a reminder to families of the need to have conversations about safety with their children,” said Ernie Allen, president and CEO, NCMEC. “We are proud to again be partnering with our friends at Duracell to offer the new Child Safety Handbook.”

The Power of Parents Child Safety Handbook provides safety tips from the experts at NCMEC for four key child development stages: infant to toddler, ages 4-6, ages 7-11 and ages 12-17. Understanding that with these different stages of development a child’s behavior pattern changes, the handbook outlines age-appropriate tips and scenarios that parents need to be aware of, as well as some outside influences that may be impacting their child’s actions. A sampling of current technologies such as applications of GPS, wireless and Radio Frequency Identification technologies used for child safety precautions also are highlighted.

“We hope the combination of the data released today and the new Child Safety Handbook inspires families to really take a hard look at the safety issues that our children currently face and, most importantly, creates a sense of urgency to have this important talk with their kids,” said Rick June, Duracell Vice President and General Manager. “Duracell is incredibly proud to extend its relationship with NCMEC through this important safety program. We hope that together we can help make a difference in every home and schoolyard.”

The Power of Parents program launched in April 2006 with the goal of helping parents prepare, protect and empower their children by providing useful safety tools and information for families. The Power of Parents program Web site (www.powerofparentsonline.com ) contains a variety of important safety tools for families including a free downloadable child photo ID guide, seasonal safety tips, a six-month photo ID reminder service, a free children’s book designed to help 4-6 year olds understand safety concepts and Teachable Moments Guides.

In addition to providing these free safety tools, as a part of the Power of Parents program, Duracell will make a monetary donation to NCMEC. The Company will also supply Duracell Daylite® flashlights and batteries to NCMEC’s Team Adam, a network of on-site rapid response consultants who provide technical assistance to local law enforcement officers who investigate cases of child abduction and exploitation across the country.

About the National Center for Missing & Exploited Children

The National Center for Missing & Exploited Children is a 501(c)(3) nonprofit organization. Since it was established by Congress in 1984, the organization has operated the toll-free 24-hour national missing children’s hotline, which has handled more than 2.3 million calls. It has assisted law enforcement in the recovery of more than 128,750 children. The organization’s CyberTipline has handled more than 600,000 reports of child sexual exploitation and its Child Victim Identification Program has reviewed and analyzed more than 14,750,000 child pornography images and videos. The organization works in cooperation with the U.S. Department of Justice’s office of Juvenile Justice and Delinquency Prevention. To learn more about NCMEC, call its toll-free, 24-hour hotline at 1-800-THE-LOST or visit its Web site at www.missingkids.com.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

¹ National Center for Missing and Exploited Children, Special Analysis Unit. This data analysis was conducted on 1,746 attempted abductions tracked and confirmed with law enforcement from Feb. 1, 2005 through June 30, 2008.

² National Center for Missing and Exploited Children, Special Analysis Unit.

³ Omnibus survey conducted by Opinion Research Corporation among parents or guardians of a child under the age of 18 living in their household, Feb. 9- 13, 2006.

BETHEL, Conn., Aug. 19, 2008 – In a professional setting or at home, trouble tends to hide in the dark corners. Today, Duracell is lighting the way with the introduction of the Duracell Daylite™, the first in a new line of flashlights that are durable enough to be used in the harshest of environments and compact enough to take into any space. Most important, the power and quality of the light beam is unsurpassed by any other device.

Developed to address the consumer demand for a better and brighter light, the heavy-duty Duracell Daylite™ was developed with patented TrueBeam™ technology which captures, focuses and projects more light than the typical LED and bulb technologies currently on the store shelves with settings from a focused spotlight to floodlight. The Daylite™ takes typical LED lighting technology to the next level. Even with a reflector or lens, a standard LED light source emits and captures light so inefficiently in a 180-degree pattern that it captures less than 70 percent of the total light produced. Duracell’s TrueBeam™ Technology uses both a lens and a reflector to capture and project up to 100 percent of the light, delivering a brighter, whiter beam that totally eliminates the dark spot that plagues the typical flashlight.

“We’ve re-engineered the common flashlight into a more powerful tool that will help give professionals and do-it-yourselfers the vision to do their jobs better,” said Rick June, Duracell Vice President and General Manager. “The difference isn’t subtle, and we named it Daylite for a reason. It’s like bringing a beam of daylight to the job. It’s powered by Duracell batteries, but it’s another example of how the company is bringing more than battery innovation to the market.”

Because of its industry leading performance and durability, the Duracell Daylite™ flashlight is expected to become a fast favorite for safety professionals across the country. The premium features and value pricing of the Daylite™ also make it the perfect choice for the millions of do-it-yourselfers who are looking for bright, even light that easily and efficiently translates from a tight beam to a wide flood without any fade or dark spots. These features will make household projects and DIY fixes requiring a dependable, bright light source simpler than ever before.

As a result of the successful acquisition of Garrity in 2006, Duracell’s technology partner, Illumination Management Solutions, helped bring the TrueBeam™ to the mass market.

The Duracell Daylite™ flashlight will be available beginning in August 2008 at mass, drug and hardware stores nationwide. The suggested retail price is $24.99 for AA and AAA. The CR123 will have a suggested retail of $34.99.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., July 24, 2008 – A recent survey showed that 54 percent of U.S. air travelers admit to at least one instance of sitting on the floor to charge a device through an airport power outlet.¹ Duracell® today introduced two portable power solutions to help people on-the-go stand up to their personal power needs.

The Duracell® My Pocket Charger and the Duracell® PowerSource Mini are pocket-sized power sources for popular devices such as a cell phone, BlackBerry® and MP3 player. They’re small and versatile, making them especially convenient for travelers looking for ways to reduce the number of extra cords, chargers and device-specific batteries required for mobile devices. Each My Pocket Charger comes with two Duracell® CopperTop AA batteries, and the Duracell® PowerSource Mini’s lithium-ion battery can be recharged through a lightweight AC charger, through a vehicle’s DC socket, or through a computer’s USB port.

The Duracell® My Pocket Charger is available in two models. One model features a connector for MP3 players and will provide up to 24 hours of music on the latest iPod® Nano; the other model features a connector for all BlackBerry® models and the newest Motorola® phones, and will provide up to one hour of talk time. The Duracell® PowerSource Mini includes a mini USB pivot arm that allows users to connect directly to a device without needing to carry a charge cable. A second USB port allows users to power two devices at once.

Americans today are more connected to their mobile devices than ever before, with 87 percent of U.S. households owning a cell phone, and an estimated 88.2 million MP3 players currently in use.² More surprisingly, a recent study commissioned by Xantrex Technology Inc. reveals the lengths travelers will go to power up while on the go. Results of the study show that 79 percent of air travelers admit that it is important to have their own portable power for their devices while traveling, yet over half of the survey respondents, 54 percent, reported sitting on the floor to use an airport’s power outlet and 31 percent say they have walked to a different terminal to find an outlet.¹ In the survey, 25 percent of air travelers would even give up a first class seat in exchange for a mobile power source.

“Everyone wants their charge to last a little longer, and the Duracell My Pocket Charger and PowerSource Mini will provide the personal power insurance every road warrior needs,” said Rick June, Duracell Vice President and General Manager. “Our portable devices give us the freedom to work, communicate and be entertained from almost any location. These charging solutions extend that freedom when you can’t be near a power outlet.”

These power solutions are available online and at select mass and specialty retail stores nationwide. Visit www.duracellpower.com to learn about the full line of products.

These new products are being introduced through Duracell’s business alliance with Xantrex Technology, Inc., which was announced March 2007. An innovator in portable power and backup power products, Xantrex solutions allow customers to operate and charge mobile electronic devices such as laptop computers, PDAs, cell phones and more, so they can stay productive when on the go. Xantrex also provides portable and home emergency backup power sources, and smart charging capabilities for automotive batteries.

About Duracell

Part of the Procter & Gamble Company (NYSE: PG), Duracell is the world's leading manufacturer of high-performance alkaline batteries. Duracell also sells various other types of batteries including lithium and zinc air batteries, as well as rechargeable Nickel-Metal Hydride (NiMH) batteries and chargers. The company also markets general purpose flashlights. Visit www.duracell.com for more information about Duracell batteries.

About P&G (NYSE: PG)

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

¹ “Are You Prepared with Power?” Xantrex Technology Inc. Survey, 2008.

² Consumer Electronics Association’s 10th Annual Household CE Ownership and Market Potential Study, 2008.

BETHEL, Conn.,July 22, 2008– Imagine a sunny day in the park with your two children. You turn to see why one of them is crying and when you turn back,your other child is gone, nowhere to be seen. Launching in July as thenewest ad in its highly recognized “Trusted Everywhere” campaign series, Duracell announces its partnership with BrickHouse Security and its Child Locator, an innovative child tracking device, with a scenario that every parent wants to avoid but can relate to – losing track of their child in a crowded public place.

With the U.S Department of Justice reporting that more than 2,000 children may be reported missing in a single day, Duracell’s “Trusted Everywhere” spot addresses an important issue and introduces a Duracell-powered device from BrickHouse Security that can help keep wandering children from becoming lost children. The commercial opens with a parent and her son arriving at the park for an enjoyable afternoon at the playground. Moments later, the parent starts to panic as she realizes that she does not see her son and frantically scans the park for him. Shequickly pours out the contents of her purse to find the BrickHouse Child Locator with Long Distance Alert. In a matter of seconds, she locates her child thanks to the Duracell-powered device,and the scene closes with a happy ending – parent reunited with her child.

In keeping with previous campaign messages, this year’s “Trusted Everywhere” spot underscores the importance of utilizing a reliable source of power for electronic devices -- the BrickHouse Child Locator can be trusted to work because it comes out of the box powered by Duracell batteries.

“Our new television spot drives home Duracell’s commitment to child safety,” said Rick June, Duracell vice president and general manager. “We are proud to provide the trusted power of Duracell batteries to the BrickHouse Child Locator with Long Distance Alert to help parents keep their children safe.”

The TV spot marks the sixteenth commercial for the six-year old “Trusted Everywhere” campaign, which isairing on network and cable programs nationwide.As part of its ongoing efforts to provide the knowledge and tools to keep parents educated and children safer, Duracell is also making valuable information available to families from another one of its partners, the National Center for Missing & Exploited Children (NCMEC) at its Web site www.duracell.com/childsafety.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights. Visit www.duracell.comfor more information.

About P&G (NYSE: PG)

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About BrickHouse Security

Headquartered in New York, BrickHouse Security www.brickhousesecurity.comis dedicated to assisting the public and government with their security, safety, protection, GPS tracking, covert surveillance, and counter-surveillance needs. Each day the Company and its products protect thousands of customers from around the world, utilizing innovative concepts and technologies to meet their growing needs. BrickHouse Security offers products designed solely for personal security, safety, prevention, and retrieval of everything consumers hold important to their hearts.

BETHEL, Conn., July 22 – Imagine a sunny day in the park with your two children. You turn to see why one of them is crying and when you turn back, your other child is gone, nowhere to be seen. Launching in July as the newest ad in its highly recognized “Trusted Everywhere” campaign series, Duracell announces its partnership with BrickHouse Security and its Child Locator, an innovative child tracking device, with a scenario that every parent wants to avoid but can relate to – losing track of their child in a crowded public place.

With the U.S Department of Justice reporting an average of 2,000 children missing every day, Duracell’s “Trusted Everywhere” spot addresses an important issue and introduces a Duracell-powered device from BrickHouse Security that can help keep wandering children from becoming lost children. The commercial opens with a parent and her son arriving at the park for an enjoyable afternoon at the playground. Moments later, the parent starts to panic as she realizes that she does not see her son and frantically scans the park for him. She quickly pours out the contents of her purse to find the BrickHouse Child Locator with Long Distance Alert. In a matter of seconds, she locates her child thanks to the Duracell-powered device, and the scene closes with a happy ending – parent reunited with her child.

In keeping with previous campaign messages, this year’s Trusted Everywhere spot underscores the importance of utilizing a reliable source of power for electronic devices -- the BrickHouse Child Locator can be trusted to work because it comes out of the box powered by Duracell batteries.

“Our new television spot drives home Duracell’s commitment to child safety,” said Rick June, Duracell Vice President and General Manager. “We are proud to provide the trusted power of Duracell batteries to the BrickHouse Child Locator with Long Distance Alert to help parents keep their children safe.”

The TV spot marks the sixteenth commercial for the six-year old “Trusted Everywhere” campaign, which is airing on network and cable programs nationwide. As part of its ongoing efforts to provide the knowledge and tools to keep parents educated and children safer, Duracell is also making valuable information available to families from another one of its partners, the National Center for Missing and Exploited Children (NCMEC) at its Web site www.duracell.com/childsafety .

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella, Gillette®, and Braun. The P&G community consists of over 135,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About BrickHouse Security

Headquartered in New York, BrickHouse Security www.brickhousesecurity.com is dedicated to assisting the public and government with their security, safety, protection, GPS tracking, covert surveillance, and counter-surveillance needs. Each day the Company and its products protect thousands of customers from around the world, utilizing innovative concepts and technologies to meet their growing needs. BrickHouse Security offers products designed solely for personal security, safety, prevention, and retrieval of everything consumers hold important to their hearts.

BETHEL, CT, July 15, 2008 – Duracell today announced the introduction of four new colorful additions to its portable power portfolio. Hot pink, electric blue, lime green and jet black break the traditional look of charging devices to provide the latest shades of the Duracell Mini Charger. Designed to meet the needs of gadget-lovers seeking value with their power, the new Mini Charger is ready for action because it’s packed along with Pre-Charged Rechargeable batteries, nickel metal hydride (NiMH) cells that come fully charged.

The new Mini Charger lineup marks the first time Duracell has offered products in a variety of colors, specially designed to complement the hottest devices on the market requiring power at-the ready.

“The new Mini Charger marries personalization with portable power,” said Rick June, Duracell’s vice president of marketing. “Consumers tell us they want choices that will let them make a statement with their gear, so we are pleased to offer personalized color options to match the portable devices they carry.”

MP3 players, digital cameras and gaming device purchase and usage is at an all time high, and is predicted to grow exponentially in the years to come.¹ At about the size of a computer mouse, the Mini Charger is the perfect affordable solution for these portable, high-drain devices because it is small enough to take everywhere and the Pre-Charged batteries retain power for up to 365 days, providing instant power. This power solution provides great value for consumers who can recharge these batteries hundreds of times to deliver hours of music and thousands of digital photos.

According to the Consumer Electronics Association, when it comes to gear consumers want to become even more mobile.² With the ability to plug-in from virtually anywhere, the new Duracell Mini Charger was designed specifically to help provide a dependable power solution for people on the go.

The new Mini Charger, which made its debut in black with standard NiMH cells, offers big performance in a small, sleek design that plugs directly into the wall. Duracell Pre-Charged batteries are convenient and easy to use because they remain charged longer and do not require as frequent recharging.

The new Mini Charger is capable of charging up to two Pre-Charged AA or AAA NiMH batteries from any location worldwide. The Mini Charger also includes superior safety technology that prevents over-charging and over-heating to ensure maximum safety.

Available at mass, drug, grocery and specialty stores nationwide beginning in July 2008, Duracell Mini Chargers will have a suggested retail price of $12.99.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell is the world’s leading manufacturer of high-performance alkaline batteries. Duracell also sells various other types of batteries including lithium and zinc air batteries, as well as rechargeable Nickel-Metal Hydride (NiMH) batteries and chargers. The company also markets general purpose flashlights. Visit www.duracell.com for more information about Duracell batteries.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

¹ Consumer Electronics Association, Digital America 2007 Study, April 2007
² Consumer Electronics Association, 9th Annual Household and Teen CE Ownership and Market Potential Study, April 2007

BETHEL, CT, April 8, 2008 – More than 46 million people – one in five adults – in the United States report having a form of doctor-diagnosed arthritis.¹ Many of these adults also suffer from hearing loss and face dexterity challenges when changing their hearing aid battery. Duracell® today announced that the Arthritis Foundation®, a non-profit organization committed to the health and well being of those with arthritis, has recognized the Duracell EasyTab® hearing aid battery with the Foundation’s first-ever hearing aid battery commendation for ease-of-use. The official commendation seal, which identifies products that make living with arthritis simpler, will now appear on Duracell EasyTab packaging.

According to hearing instrument specialist Camille Catalano, hearing health and dexterity issues often go hand in hand, whether a function of arthritis or age. “Handling very small hearing aid batteries can be difficult for patients with dexterity challenges,” said Catalano. “The design of the Duracell EasyTab takes the worry out of changing batteries so patients can focus on other issues that are affecting them on a day-to-day basis.”

The Duracell EasyTab hearing aid battery features the longest tab of any hearing aid battery on the market today, making it easy to remove from the packaging, hold and insert. Additional design benefits include compact, but simple-to-open packaging and color-coded batteries to make distinguishing size effortless on-shelf and at home. The unique EasyTab design has earned several industry awards including the Pharmacy Times "Master's Circle" Award and the 2007 Pharmacist Recommended OTC Achievement Award.

“For people with arthritis, seemingly simple daily tasks can sometimes mean severe pain and increased frustration,” said Scott Walters, group vice president, Corporate Relations, Arthritis Foundation. “Through our ease-of-use commendation, we hope to help people with arthritis find products that improve their daily lives and perform essential tasks, such as changing their hearing aid battery.”

The Arthritis Foundation commendation comes on the heels of a new online hearing health campaign from Duracell launched at the AARP convention in December 2007. The EasyTab “We Hear You” campaign was created as more mature adults turn to the Internet to seek information about their health. The Duracell Web site now offers a place to learn more about hearing health and testing as well as finding a local hearing specialist. For more information, visit www.duracelleasytab.com.

“Duracell has a long history of developing products that help make everyday life simpler,” said Rachel Calomeni, brand manager, North America, Duracell. “Our Duracell EasyTab battery is a great example of a product designed specifically with the consumer in mind. Recognition by the Arthritis Foundation is an important commendation because it speaks directly to EasyTab’s ability to meet the needs of those who rely on our product every day.”

Duracell EasyTab now lasts up to 15 percent longer², making it the longest lasting Duracell hearing aid battery to date. Available in size 10, 13, 312, and 675, Duracell EasyTab will power all conventional and digital hearing aids in the market including CIC, ITC, ITE and BTE styles. Available in 12-packs, Duracell EasyTab is sold at mass, drug, grocery and specialty stores nationwide. New packaging, including the new ease-of-use seal, will arrive on store shelves in this month. The suggested retail price for Duracell EasyTab hearing aid batteries ranges from $9.49 to $15.99.

About Duracell

Part of The Procter & Gamble Company [NYSE: PG], Duracell is the world's leading manufacturer of high-performance alkaline batteries. Duracell also sells various other types of batteries, including lithium and zinc air batteries, as well as rechargeable Nickel-Metal Hydride (NiMH) batteries and chargers. The company also markets general purpose flashlights. Visit www.duracell.com for more information about Duracell batteries.

About Procter & Gamble

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About the Arthritis Foundation

The Arthritis Foundation is the leading health organization addressing the needs of some 46 million Americans living with arthritis, the nation’s most common cause of disability. Founded in 1948, with headquarters in Atlanta, the Arthritis Foundation has multiple service points located throughout the country.

The Arthritis Foundation is the largest private, not-for-profit contributor to arthritis research in the world, funding more than $380 million in research grants since 1948. Celebrating its 60th anniversary this year, the foundation helps individuals take control of arthritis by providing public health education; pursuing public policy and legislation; and conducting evidence-based programs to improve the quality of life for those living with arthritis. Information is available 24 hours a day, seven days a week at 1-800-283-7800 or www.arthritis.org.

¹ National Center for Chronic Disease Prevention and Health Promotion: MMWR 2006; 55(40):1089-1092 (Data Source: 2003–2005 NHIS)

² Duracell EasyTab sizes 10, 13, and 312

BETHEL, CT, March 4, 2008 – After a nearly decade-long hiatus, Duracell today announced the return of the popular CopperTop Tester. The in-pack alkaline battery power tester is patented to test CopperTop AA batteries, the most common general purpose batteries. The tester will be available nationwide in March 2008 in CopperTop AA 8-packs.

Tester technology was first introduced by Duracell in 1990 and fast became a favorite with consumers who were looking for ways to ensure power at-the-ready. Adapting to evolving lifestyles and power requirements of high-drain devices like digital cameras and MP3 players, the new CopperTop Tester offers a way for consumers to evaluate battery readiness to manage today’s portable power needs.

“Duracell was the first battery manufacturer to introduce a tester in the 1990s, so it’s fitting that we bring it back for consumers who are using more batteries than ever before to power so many new devices and technologies,” said Lynn Mepham, global marketing director, Duracell, The Procter & Gamble Company. “Consumers told us that they genuinely missed the CopperTop Tester, and we knew we had an opportunity to re-introduce an even more portable and reusable version.”

The CopperTop Tester is designed as a standalone device that can test battery power while on-the-go, providing a convenient way to identify when a battery needs to be replaced. To use the tester, an AA battery is simply inserted into the testing device and the gauge indicates the battery’s power level.

Extensive research uncovered that the CopperTop Tester was the top battery feature that consumers wanted to see returned to store shelves. From universal remote controls to children’s toys, a wide variety of common household items require alkaline batteries. The new CopperTop Tester gives consumers the ability to once again know exactly how fresh a battery is before using it.

The CopperTop Tester will be available in CopperTop AA 8-packs at drug, grocery, club and specialty stores nationwide.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell is the world’s leading manufacturer of high-performance alkaline batteries. Duracell also sells various other types of batteries including lithium and zinc air batteries, as well as rechargeable Nickel-Metal Hydride (NiMH) batteries and chargers. The company also markets general purpose flashlights. Visit www.duracell.com for more information about Duracell batteries.

About P&G [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., Nov. 25, 2009 – Pedalers at the Duracell Smart Power Lab are well on their way to generating approximately 32,000 watt hours that will power the iconic 2010 numbers for 30 minutes during the New Year’s Eve Ball drop ceremony. The new Duracell Smart Power Lab, which opened on Monday, November 23, 2009, is free to the public and located just above the Charmin Restrooms in the heart of New York City’s Times Square.

“The countdown to New Year’s has begun! Our partnership with the public to light up 2010 is a larger than life symbol of our commitment to do what we do best – delivering power when people need it most,” said Craig Bida, Duracell Brand Manager. “We had a great start and want to welcome anyone in the New York City area to visit the Duracell Smart Power Lab to join us in powering in the new decade.”

In the coming month, Duracell will host a variety of special guests at the Smart Power Lab, where VIPs will participate in power generation – pedaling one of six Duracell Power Rovers to contribute to the almost 1,000 pedaling hours needed to power the 2010 numerals. This week’s special VIP pedalers included “The Twilight Saga: New Moon” stars Chaske Spencer and Peter Facinelli, actor Mark-Paul Gosselaar, and the Volunteers of America’s Sidewalk Santas.

“I had the chance to test drive one of the Duracell Power Rovers while appearing on the Rachael Ray Show on Monday, November 23, and it was a blast,” said actor Peter Facinelli. “It’s exciting to be part of something as iconic as the New Year’s Eve celebration in Times Square. When I watch the ball drop this year, it will be that much more meaningful.”

Ensuring that consumers outside of New York City can share in the experience, Duracell also announced that the Virtual Smart Power Lab is up and running at www.duracell.com/powerlab.com. Site visitors can find updates of the power collection, see photos of the Power Rovers, take a tour of the Lab and more. And, to guarantee that all moments are captured for the Virtual Smart Power Lab, Duracell has enlisted the help of three correspondents. Nationally recognized comedians Erik Rivera, Jane Condon and Wali Collins will post interviews with celebrities who have pedaled for power, photos of consumers getting in on the action and real-time blog updates that give the inside scoop as to what’s happening at the Lab.

Powering 2010

New Yorkers and tourists alike will have the chance to literally help power the 2010 numerals by visiting the Duracell Smart Power Lab, hopping aboard a Power Rover and pedaling. The rovers operate through rotary technology, so with each push of the pedal, human energy is captured, converted into usable power, and then routed and stored at Duracell Battery Centers. The journey ends at One Times Square, where the stored power will light up the 2010 numerals as the New Year's Eve Ball drops and the clock strikes midnight.

Learn, Recharge and Play

In addition to the opportunity to help light up the New Year, Lab guests can stop by to try out Duracell’s latest Smart Power offerings that address the ever-growing and ever-changing power needs of the modern consumer. Visitors can also recharge their mobile electronic devices – such as cell phones, BlackBerrys, digital cameras, iPods, MP3 players, portable gaming devices and more – at Duracell Charging Stations set up throughout the venue. Additional activities at the Lab include playing the latest titles from Microsoft Xbox 360© and capturing a photo with a life-size replica of the 2010 numerals.

The Duracell Smart Power Lab is being held in conjunction with the annual Charmin Restrooms in Times Square, which has returned for the fourth consecutive year. Guests will enjoy two floors of fun: the first offers a free, clean and family-friendly place to “enjoy the go" with 20 clean, deluxe, ADA compliant, family-friendly and fully-staffed restrooms and the second provides a place where they can interact with the latest charging gadgets, re-charge their own devices or help generate the energy needed to illuminate the 2010 numerals.

Hours of Operation

The Duracell Smart Power Lab and Charmin Restrooms are open now through December 31 from 10 a.m. to 9 p.m. Sunday through Wednesday, and 10 a.m. to 11 p.m. on Thursday through Saturday. They are located at 1540 Broadway in Times Square between West 45th and West 46th Streets. The Smart Power Lab and Restrooms will close at 6 p.m. on Christmas Eve and 3 p.m. on New Year’s Eve, and will be closed on Christmas Day.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in single-use, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Bethel, Conn., September 21, 2009 – Driven by research that shows thunderstorms and tornadoes during fall months pose one of the greatest weather threats to power outages, Duracell picked the first day of autumn to launch its “More Power To Protect” program, pledging more than 10 million hours of battery power to communities most susceptible to these occurrences.

To help launch the campaign, Duracell has joined forces with Paige Hemmis, star of ABC Network’s “Extreme Makeover: Home Edition.” She’s a former EMT who has seen firsthand the impact weather can have on the lives of people in every part of the country. Together, Hemmis and Duracell are inviting consumers to visit www.Duracell.com/HoursofPower, where the simple click of a mouse will make a donation of much needed power supplies to cities impacted the most by severe thunderstorms and tornadoes. Visitors to the site also have the power to pass on their good deed by encouraging friends and family to donate through Facebook or by using the #Coppertop hashtag via Twitter.

While other types of severe weather get the majority of media attention, thunderstorms and tornadoes can happen across a greater part of the country and are a year-round reality. Based on a study commissioned by Duracell and completed by meteorologist Dr. Robert Hart at Florida State University, people may be surprised to learn that thunderstorms and tornadoes are responsible for approximately 26.1 percent of the population experiencing outages over the last eight years – nearly equal to the population outages caused by hurricanes (26.0 percent). The five markets that will receive donations are New York, Chicago, Knoxville, Tenn., Springfield, Mo., and Wichita, Kan.

Donations will be collected through November 15, 2009, and delivered in the form of Duracell’s latest products, including the Duracell Daylite LED flashlights and Duracell Instant Chargers for cell phones. The hours of power donations will go to fire departments in the five cities which will distribute them locally to help community members be better prepared.

“Today, more than any other time, people are being asked to make a choice regarding the things that are important to them,” said Bob Jacobs, Duracell marketing director, North America. “Because we have no control over when and to what degree weather will impact us, Duracell wants to take some of the guess work out of being prepared. We’re proud to be working with the fire departments in cities most impacted by storms to help supply their communities with the power they need to keep them feel safe and connected. Whether it’s a flashlight that will cut through the darkest of nights or a portable charger that will power a cell phone when an outlet won’t work, Duracell is proud to share its technology to meet the needs of families in these communities and across the nation.”

“Having seen the destructive force of all types of weather, I know how important it is for families to be prepared regardless of the season,” said Paige Hemmis. “While the success of ‘Extreme Makeover: Home Edition’ very often relies on the power of community to change the lives of one its own, what’s exciting about Duracell’s “More Power To Protect” program is the impact one person can have with a simple click of the mouse. This is also a great opportunity to not only help someone else but help your family as well. There’s no better time for a Preparedness Kit Makeover.”

Cities at Risk

To determine the five communities most impacted by thunderstorm-related outages and receiving the donation, Duracell worked with meteorologist Dr. Robert Hart, Associate Professor for Meteorology at Florida State University. After closely examining national weather and power outage data over an eight-year period (source: NERC), the study identified and ranked cities that have experienced the greatest frequency of damage associated with thunderstorms and tornadoes as well as cities with the largest population of people potentially affected by thunderstorms.

Study and storm highlights include:

• New York – Lightning during a 2007 thunderstorm knocked out power to 385,000 residents, a significant event darkening a large swath of Manhattan and the Bronx for an hour (or even longer in some areas).
• Chicago – In 2008, a line of severe thunderstorms rattled the city and its suburbs, starting numerous fires, blowing roofs off buildings, shutting down both metro airports, ending a Cubs game early and downing hundreds of trees and 60 power lines – causing 200,000 Chicago residents to lose their power. Storm recovery lasted almost two weeks.
• Knoxville, Tenn. – In 2009, residents were hit by consecutive days of violent thunderstorms, damaging trees, flooding streets and sending firefighters racing from one lighting strike to the next. At the height of the storm, electrical service was cut off to more than 20,000 residents. With an average of 23 damage or severe reports from thunderstorms and tornadoes (defined as 58 mph+ gust winds and/or penny-sized or larger hail) annually*, Knoxville (and surrounding 30 miles) has had one of the highest frequency of damage reports due to thunderstorms and tornadoes in the nation.
• Springfield, Mo. – The city’s 2009 storm caught national attention as it left thousands without power and left major infrastructure damage in its aftermath. This event contributed to Springfield (and surrounding 30 miles) having the nation’s highest rate of damage reports from thunderstorms and tornadoes annually, with an average of 27 each year.*
• Wichita, Kan. – In 2009, the city was hit with a summer thunderstorm that included hail as large as golf balls. Strong wind damaged trees, power poles and lines. More than 2,000 residents were without power during the height of the storm. Wichita (and surrounding 30 miles) has had an average of 24 damage reports from thunderstorms and tornadoes annually.*

*Based on eight-year average from study.

Preparedness Kit Makeover

Regardless of location, a recent survey commissioned by Duracell and conducted by Harris Interactive® shows that preparedness, while important, might not be top-of-mind for all Americans. Nearly 60 percent of adults admit to not having an emergency preparedness kit and 86 percent do not think their household is completely prepared in event of losing power for more than a few hours due to severe weather conditions. In addition, 85 percent think current technology like a cell phone makes it easier to be prepared in an emergency situation – bringing to light the need to educate about the importance of creating a kit and updating it with the items today’s family consider important.

“What is so great about Duracell’s ‘More Power To Protect’ campaign is it draws attention to what it means to be prepared in today’s technological world,” said Hemmis. “Today’s kit should go beyond a radio, water, food and medicine. For fire safety reasons, forgo candles and make sure you have a powerful flashlight. Plus, the ability to stay connected when you lose power is more important than ever, and Duracell knows it’s little things like a fully-charged phone that keeps people feeling safe.”

Additional preparedness tips can be found at www.Duracell.com/HoursofPower and Duracell.com on mobile phones, including:

• To be fully prepared for severe weather it is recommended to have enough supplies for 72 hours.
• Supplies should include Duracell Ultra Advanced batteries, flashlight, portable radio, non-perishable packaged or canned food, bottled water, baby food/formula, pet food, first-aid kit, medicine/prescription drugs, extra cash and personal-identification documents.
• Lanterns and Duracell Daylite flashlights are safe alternatives to candles.
• It is also becoming more important to have portable electronic devices such as cell phones, Blackberries, MP3 players, and portable gaming devices operating at peak performance during outages. Duracell’s full line of Lithium Ion chargers: Pocket Charger, Instant Charger and Powerhouse Charger allow families to stay connected to what matters most to them.

Methodology

Historically, thunderstorms and tornadoes are among the leading causes of weather-related power outages across the United States (source: NERC). To determine five cities named vulnerable to storm-related power outages, Duracell and meteorologist Dr. Robert Hart, Associate Professor for Meteorology at Florida State University, closely examined historical data from the NERC, National Oceanic & Atmospheric Administration/National Weather Service Storm Prediction Center (SPC) over an eight- year period. The United States was divided into longitudinal and latitudinal cells measuring approximately 25-35 miles per side, analyzing storm damage from thunderstorms and tornadoes (such as power lines down, trees down and structural damage to buildings) in each area as well as reports from weather stations of severe threshold (58 mph wind gusts or ¾” hail). This allowed for the development of a map spotlighting three cities (Knoxville, Tenn., Springfield, Mo. and Wichita, Kan.) that have the highest risk of damage caused by thunderstorms and tornadoes as well as two locations (New York City and Chicago) where power outages due to thunderstorms and tornadoes put large populations at risk. While hurricanes, earthquakes, and heat waves are other top contributors to power outages, their historical records of localized damage on the street level are not nearly as complete.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering the needs of people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

About the Duracell/Harris Interactive Preparedness Survey

This survey was conducted online within the United States by Harris Interactive on behalf of Duracell from June 16 to 18, 2009 among 2,048 adults ages 18 and older, of whom 2,003 have ever lost power due to severe weather. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Kurt Iverson or Jessica Johnston.

BETHEL, Conn., Nov. 19, 2009 – Joined by a host of special VIP pedalers, visitors to New York City today helped Duracell kick off the energy collection that will power the lighting of the iconic 2010 numerals on New Year’s Eve during a special sneak peek in Times Square. The company unveiled specially-designed Power Rovers that will be featured in the Duracell Smart Power Lab, which officially opens November 23, 2009, at the Charmin Restrooms in the heart of Times Square.

For the second year in a row, New Yorkers and tourists alike will have the chance to literally help power the 2010 numerals by visiting the Duracell Smart Power Lab, hopping aboard a Power Rover and pedaling. The rovers operate through rotary technology, so with each push of the pedal, human energy is captured, converted into usable power, and then routed and stored at Duracell Battery Centers. The journey ends at One Times Square, where the stored power will light up the 2010 numerals as the New Year's Eve Ball drops and the clock strikes midnight.

“When the world watches the New Year’s Ball drop and the numerals light up at midnight on January 1, our guests will be able to say they truly powered the start of a new decade,” said Rick June, Duracell vice president and general manager, North America. “The Smart Power Lab is just one example of how Duracell delivers innovative, efficient and reliable ways to power important moments today and for decades to come.”

To celebrate the upcoming opening of the Duracell Smart Power Lab, VIP guest pedalers included actors Rachel Dratch, Larenz Tate and Mark Indelicato. Broadway cast members Constantine Maroulis and Kerry Butler from “Rock of Ages” pedaled for power at the event. In recognition of their contribution, Duracell has made a donation to Broadway Cares/Equity Fights AIDS, one of the nation’s leading industry-based, nonprofit AIDS fundraising and grant-making organizations.

Smart Power in Times Square

In addition to the opportunity to help light up the New Year, Lab guests can stop by to try out Duracell’s latest Smart Power offerings that address the ever-growing and ever-changing power needs of the modern consumer. Visitors can also recharge their mobile electronic devices – such as cell phones, BlackBerrys, digital cameras, iPods, MP3 players, portable gaming devices and more – at Duracell Charging Stations set up throughout the venue. Additional activities at the Lab include playing the latest titles from Microsoft Xbox and capturing a photo with a life-size replica of the 2010 numerals.

The Duracell Smart Power Lab is being held in conjunction with the annual Charmin Restrooms in Times Square, which has returned for the fourth consecutive year. Guests will enjoy two floors of fun: the first offers a free, clean and family-friendly place to “enjoy the go" with 20 clean, deluxe, ADA compliant, family-friendly and fully-staffed restrooms and the second provides a place where they can interact with the latest charging gadgets, re-charge their own devices or help generate the energy needed to illuminate the 2010 numerals.

Duracell Smart Power Lab Hours

The Duracell Smart Power Lab and Charmin Restrooms will be open on November 23 through December 31 from 10 a.m. to 9 p.m. Sunday through Wednesday, and 10 a.m. to 11 p.m. Thursday through Saturday. They are located at 1540 Broadway in Times Square between West 45th and West 46th streets. The Smart Power Lab and Restrooms will close at 6 p.m. on Christmas Eve and 3 p.m. on New Year’s Eve, and will be closed on Christmas Day. In addition, the Charmin Restrooms will be open on New Year’s Eve from 12 a.m. to 2 a.m., offering the crowd of millions in Times Square a safe and accessible bathroom haven after the 2010 Ball drops.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., Nov. 5, 2009 – Duracell today announced its new Ultra Advanced with POWERCHECK battery that offers consumers the ability to know exactly how much power is available in each battery. The POWERCHECK feature is a gauge located on the battery that is activated by simply pressing two white dots on the cell. Consumers can use the POWERCHECK to evaluate a battery’s readiness to be used in a device and if necessary, transfer usage to lower-drain devices, for full battery use before discarding. The Duracell Ultra Advanced battery line is designed to meet the demands of the widest range of devices consumers rely on to protect and enjoy their lives including flashlights, smoke detectors, baby monitors and radios. As the latest product in the Duracell Smart Power portfolio, Ultra Advanced with POWERCHECK lasts up to 30 percent longer in toys than the previous Ultra Digital, which is the largest category for battery usage and a key torture test for batteries. The addition of POWERCHECK addresses the consumer’s need to get the most value out of their products in today’s economy.

“Duracell believes that it’s smart to never waste a drop of power,” said Rick June, Duracell vice president and general manager, North America. “Ultra Advanced with POWERCHECK is power that you can see, and it demonstrates Duracell’s commitment to develop products that build on the brand’s strong heritage of reliability and trusted performance. With POWERCHECK, the days of guessing whether a battery has enough power are in the past.”

The Ultra Advanced with POWERCHECK will be available at Costco and other major retailers starting in December at a small additional cost to regular CopperTop batteries. For more information, visit www.duracell.com/smartpower.

About Duracell Smart Power

Duracell Smart Power and its range of personal power solutions continue the company’s focus on reliability, performance and technological innovation but now deliver added power efficiency allowing consumers the freedom to live beyond the grid. More than 10 new products mark the start of Duracell Smart Power ranging from myGrid™ to on-the-go compact power chargers, new rechargeable battery chargers and patented LED technology for flashlights.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., Aug. 20, 2009 – Duracell today launched its new Duracell Smart Power initiative, which expands the brand’s product portfolio beyond the traditional battery to address the ever-growing and ever-changing power needs of the modern consumer. The company’s latest offerings, such as the new drop-and-go myGrid™ charging pad, fall under an emerging category of personal power solutions and signify Duracell’s commitment to keeping today’s consumers connected to the devices they need the most at all times.

Duracell Smart Power and its range of personal power solutions continue the company’s focus on reliability, performance and technological innovation but now deliver added power efficiency allowing consumers the freedom to live beyond the grid. More than 10 new products mark the start of Duracell Smart Power ranging from myGrid™ to on-the-go compact power chargers, new rechargeable battery chargers and patented LED technology for flashlights.

“Duracell Smart Power is an evolution of Duracell’s heritage that builds upon the reliability and performance that our batteries have and will always deliver. This initiative will serve as an important lens for future product innovation as we expand the breadth of our offerings to address the evolution of personal power,” said Rick June, Duracell Vice President and General Manager, North America. “Our new personal power solutions allow consumers the freedom to live their lives without the limits of staying tethered to today’s power grid. It is charging made simple.”

Duracell Smart Power Products

Duracell Smart Power products represent state-of-the-art charging performance. Making charging simpler, creating new ways to take extra power with you, and providing new ways to maximize power efficiency, Duracell’s latest developments showcase innovation beyond the battery. Products include:

• Duracell myGrid™ charging pad – Consumers can enjoy a better daily charging experience with this device that eliminates the mess of multiple cords by simultaneously charging multiple devices, such as cell phones, MP3 music players or other mobile devices. Once the charging pad is plugged in, your devices can go cordless. By simply fitting a device with a Power Sleeve™ or Power Clip™, you can drop your device on myGrid™ and go.
• Duracell Instant Charger – This compact Lithium Ion Rechargeable charger provides reserve power for popular mobile devices, such as BlackBerrys, iPods and cellphones that come with USB power cords. A USB-to-mini-USB cord is included. Mobile users can now enjoy up to 35 hours of additional power that is efficiently managed with an on/off switch.
• Duracell Powerhouse Charger – Provides reserve power for consumers’ most critical devices, including any cell phone, PDA or MP3 player that comes with a USB power cord or can connect to the Powerhouse’s mini-USB arm. Powerhouse also comes with a USB-to-mini-USB cord and features an on/off switch for power conservation, making it a must for today’s frequent travelers.
• Duracell Pocket Charger – A pocket-sized, supplemental Lithium Ion Rechargeable power source works with all USB-powered cell phones. Pocket Charger provides convenient power when a cell phone battery dies and the owner is away from the traditional outlet for recharging. The Pocket Charger offers cell phone users up to 60 percent more talk time and includes a mini-USB charging arm as well as a USB-to-mini-USB cord.
• Duracell GoMobile – The Energy Star-certified GoMobile delivers a charge to AA or AAA NiMH batteries in just one hour. Designed to fit in a car’s cup holder, it also is designed to fit with home décor and comes with four Duracell Pre-Charged Rechargeable batteries that can be recharged hundreds of times while holding their charge for up to one year when not in use.
• Duracell GoEasy – The Energy Star-certified GoEasy is compact enough to go where you go and charges up to two AA or AAA NiMH batteries. It comes with two rechargeable batteries that can be recharged hundreds of times.
• Duracell Daylite LED Flashlight – Captures up to 100 percent of light to focus a brighter, whiter beam, while providing 5 times the battery life of everyday “incandescent bulb” flashlights. The Daylite series, initially introduced in fall 2008, now includes five new models with Daylite Tough flashlights, spotlights and headlamps.

These innovations complement the company’s existing portfolio of time-tested CopperTop and rechargeable battery solutions. For more information, visit www.duracell.com/smartpower.

Pricing and Availability

The new Duracell myGrid™ will be available in the U.S. in fall 2009 for a suggested retail price (SRP) of $79.99. Packages will include a myGrid™ charging pad, Power Clip adapter and Power Clip tips for BlackBerry, Motorola and Nokia phones. Power Sleeves are also available for purchase separately for the BlackBerry Curve 8300 series and the Blackberry Pearl 8100 series. Additional Power Sleeves, Power Clips and Power Clip adapters have a suggested retail price of $34.99.

The three Duracell Lithium-Ion Rechargeables (Instant, Powerhouse and Pocket Charger) are available now at mass merchandisers, drug and hardware stores nationwide. Suggested retail prices are $19.99 for the Duracell Pocket Charger, $29.99 for the Duracell Instant Charger, and $49.99 for the Duracell Powerhouse Charger.

The Duracell GoEasy and GoMobile chargers can be purchased currently at major retailers, including drug, grocery and hardware stores nationwide and have a suggested retail price of $12.99 and $29.99 respectively.

The complete Duracell Daylite LED flashlight series is currently available at major retailers, including drug, grocery and hardware stores nationwide. Flashlights range from $14.99 to $34.99 SRP.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., April 23, 2009 – When it comes to integrating mobile device technology and the automobile, the two formats don’t always connect. Duracell is helping to fill the gap with the Duracell® USB Charger, a USB charging port that plugs right into the car’s DC socket, and three different connectors for the Duracell® My Pocket Charger.

The Duracell USB Charger is one of the smallest and simplest USB charging devices on the market with innovative technology that provides 5-volt DC power to charge mobile devices. Computer gear from iPods™ to iPhones™ and more will fit just right with the thumb-sized solution for cars of all kinds. The Duracell USB Charger turns a DC outlet into a USB opening that glows with a blue light to show it’s ready to charge.

According to the Consumer Electronics Association, Americans are purchasing fewer new cars with integrated technology accessories, so if they are looking for the latest in-vehicle technologies, they often need to purchase portable devices to take into a vehicle.¹ Duracell offers a variety of mobile back-up power supplies that can be charged in the car to provide cell phone or mobile device power when away from the grid. New for the Duracell My Pocket Charger are three different connectors for mini USB, micro USB and iPhone to charge a variety of mobile devices such as an iPod, cell phone, PDA, MP3 player and more.

“Everyone wants their charge to last a little longer, and the Duracell My Pocket Charger and USB Charger will provide the personal power insurance every road warrior needs,” said Rick June, Duracell Vice President and General Manager, North America. “Our portable devices give users the freedom to work, communicate and be entertained from almost any location. These charging solutions extend that freedom when they can’t be near a power outlet.”

These power solutions are available online and at select mass and specialty retail stores nationwide. Visit www.duracellpower.com to learn about the full line of charging products.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering the needs of people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

¹ Consumer Electronics Association, 2008 Consumer Report - The Technology Enthusiast Driver Population - Driving the Future of In-Vehicle Technologies

BETHEL, Conn., April 8, 2009 – The new Power to Be survey, sponsored by Duracell, shows children’s professional aspirations vary as much as kids themselves. Duracell partnered with toy experts Jim Silver and Chris Byrne of TimetoPlayMag.com to identify toys that can help children develop the skills they need to become whatever they want, whether they want to be a teacher or president of the United States.

During the Power to Be Survey, Duracell interviewed 507 children ages 8-12 from all over the country about their professional goals and what kinds of toys and activities they like best. Seventeen percent of girls said they want to be a veterinarian, while 11 percent of boys said they want to be in the military. No matter what career they plan to pursue, children are confident they will achieve their goals – nearly two-thirds (62 percent) of respondents said it is likely they will become what they want to be.

“At Duracell, we know it’s a big job to power kids’ favorite toys,” said Craig Bida, brand manager for Duracell. “By partnering with the toy industry’s most trusted experts, Jim Silver and Chris Byrne, we hope to give parents a better view of children’s goals and introduce them to wonderful new toys that can inspire imagination and learning.”

“No matter what career a child wants to pursue as an adult, playing is the foundation that helps them develop the skills they need to be successful,” said Chris Byrne, also know as The Toy Guy®. “Play helps kids learn to read, share, work together and helps unlock their imagination, which really is what gives them power to be anything they want.”

Because play is so important to children’s development, Duracell joined forces with toy experts Jim Silver and Chris Byrne, of TimetoPlayMag.com, to select engaging toys that will help kids develop the skills they need to succeed in any career. The Power to Be featured toys can help children develop reading and problem-solving skills, explore the world around them, build self-confidence, improve hand-eye coordination or simply inspire their imagination. They include:

• Crayola Sidewalk Crayons – these smooth, vibrant colors create bold outdoor art.
• Discovery Kids Smart Animals™ – these electronic animals make learning fun with sound effects, facts and quiz questions.
• ESPN Better Batter™ Baseball Trainer – this tee-free batting trainer develops hand-eye coordination.
• Eye-Clops Bionic Eye – this multi-zoom lens projects magnified images of everyday objects onto a TV screen.

For complete results of the Duracell Power to Be survey, more information about the featured toys, and an article by Chris Byrne and Jim Silver about powering kids dreams through play, visit www.TimetoPlayMag.com/PowertoBe.

Survey Methodology:

This survey was conducted online within the United States by Harris Interactive on behalf of Duracell between February 18 and 26, 2009, among 507 U.S. kids ages 8-12. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please contact Amy Freeland at 212-613-4938.

About TimeToPlayMag.com

TimetoPlayMag.com is an informative resource for parents and caregivers that was developed by aNb Media, TheToyGuy.com, and a team of well-known toy, family entertainment and parenting experts. With more than 100 years combined experience in the toy industry, the Time to Play team searches the world for the newest toys, video games, and entertainment products to help parents pinpoint products that are fun for both children and their families.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., March 10, 2009 – When it comes to assuring battery buyers about product quality, Duracell has always led the way by providing a money back guarantee so consumers can be confident that the hearts of their devices are getting the best power value for the money. Now, Good Housekeeping magazine is recognizing Duracell with the Good Housekeeping Seal. Only products that have been evaluated and accepted by the Good Housekeeping Research Institute can earn the Seal, which also provides an additional limited warranty against defects.

“Consumers want a battery they can trust to serve as the heart of their treasured devices, and the Good Housekeeping Seal is one more example that Duracell is trusted everywhere,” said Rick June, vice president and general manager, North America. “We’re proud to have stood behind the quality of our products for more than 40 years and it’s great to add the 100-year tradition of the Good Housekeeping Seal.”

Founded in 1900, the Good Housekeeping Research Institute is dedicated to informing and educating consumers through product evaluations. The Good Housekeeping Seal provides assurance to the magazine’s readers that the products advertised are backed by a two-year limited warranty against being defective.

Duracell has a “Trusted Everywhere” reputation that provides the theme for a long-running series of television commercials that highlight the key devices that will only use Duracell. It’s a list that includes medical devices, microphones at top productions, child safety equipment and equipment on NASA space missions, just to name a few. For a list of products that have earned the Good Housekeeping Seal, visit: http://www.goodhousekeepingseal.com

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been meeting power needs around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

About the Good Housekeeping Seal

Since 1909, the Good Housekeeping Seal has been a highly recognized statement of the magazine's renowned Consumer's Policy. The Good Housekeeping Consumer's Policy, published in every issue of the magazine, states that if a product bearing the Seal proves to be defective within two years of purchase, Good Housekeeping will replace the product or refund the purchase price.

The Seal may be carried only by those products whose ads have been reviewed and accepted for publication in Good Housekeeping.

BETHEL, CT, Jan. 8, 2009 – Power of Parents, a child safety program created in partnership with the National Center for Missing & Exploited Children (NCMEC) and Duracell, announced today that they will join forces with Golden Globe-winning actress Kyra Sedgwick in delivering crucial information about keeping America’s children safer through a radio Public Service Announcement. Sedgwick lends her distinct voice and star power to spread awareness about the free downloadable tools available on the program’s Web site, www.powerofparentsonline.com, that help teach parents about how to talk to their children about safety.

According to a new national study among parents, more than half of them say that they are looking for new ways to teach their family how to stay safe. Additionally most parents believe that they are confident with their ability to monitor their children’s online communications, however less than half of parents surveyed discussed online safety with their children in the past month.¹ The Power of Parents program aims to remind parents and guardians that the best line of defense in child safety is the guidance parents give to their children and the importance of having conversations with their children continually, as they progress through different developmental stages.

“As a parent, there is nothing more important to me than my children’s safety. It is my pleasure to partner with NCMEC and Duracell to focus attention on these helpful tools and let parents know that there are simple things they can do to protect their children,” says Ms. Sedgwick.

To help parents guide the conversation with their children, NCMEC and Duracell have expanded their child safety resource portfolio with the addition of a new, free Child Safety Handbook. The handbook has been developed for parents of children who are infant through high school ages. Understanding that with different stages of development a child’s behavior pattern changes, the handbook outlines age-appropriate tips and scenarios that parents need to be aware of, as well as some outside influences that may be impacting their child’s actions. A sampling of current child safety technologies such as applications of GPS, wireless and Radio Frequency Identification technologies also are highlighted.

“Duracell is honored to have Kyra Sedgwick participate in our Power of Parents program,” says Rick June, Duracell Vice President and General Manager. “We are proud to play a part in helping parents have the crucial conversations with their children that will enhance their safety.”

The Power of Parents program launched in April 2006 with the goal of helping parents prepare, protect and empower their children by providing useful safety tools and information for families. The Power of Parents program Web site (www.powerofparentsonline.com) contains a variety of important safety tools for families including a free downloadable child photo ID guide, seasonal safety tips, a six-month photo ID reminder service, a free children’s book designed to help 4-6 year olds understand safety concepts and Teachable Moments Guides.

About the National Center for Missing & Exploited Children The National Center for Missing & Exploited Children is a 501(c)(3) nonprofit organization. Since it was established by Congress in 1984, the organization has operated the toll-free 24-hour national missing children’s hotline, which has handled more than 2.3 million calls. It has assisted law enforcement in the recovery of more than 132,314 children. The organization’s CyberTipline has handled more than 638,000 reports of child sexual exploitation and its Child Victim Identification Program has reviewed and analyzed more than 18,650,000 child pornography images and videos. The organization works in cooperation with the U.S. Department of Justice’s office of Juvenile Justice and Delinquency Prevention. To learn more about NCMEC, call its toll-free, 24-hour hotline at 1-800-THE-LOST or visit its Web site at www.missingkids.com.

About the National Center for Missing & Exploited Children

The National Center for Missing & Exploited Children is a 501(c)(3) nonprofit organization. Since it was established by Congress in 1984, the organization has operated the toll-free 24-hour national missing children’s hotline, which has handled more than 2.3 million calls. It has assisted law enforcement in the recovery of more than 132,314 children. The organization’s CyberTipline has handled more than 638,000 reports of child sexual exploitation and its Child Victim Identification Program has reviewed and analyzed more than 18,650,000 child pornography images and videos. The organization works in cooperation with the U.S. Department of Justice’s office of Juvenile Justice and Delinquency Prevention. To learn more about NCMEC, call its toll-free, 24-hour hotline at 1-800-THE-LOST or visit its Web site at www.missingkids.com.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, and Braun®. The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

¹ IPSOS Public Affairs© Survey for the Power of Parents Program, a partnership of Duracell and the National Center for Missing & Exploited Children.

BETHEL, Conn., (November 22, 2011) – Parents know that it takes a lot of work to create a truly magical Christmas morning– the moment only lasts a few minutes but it can take a season of preparation to get there.  Since preparing for that moment can often be overwhelming and stressful, Duracell and Chris Daughtry today are introducing the Holiday Insurance Program. Throughout the holiday season, Duracell, together with other industry experts, will provide parents with everything they need to navigate the holiday season with ease. ‘Tis the season to be merry (not stressed!) and with Duracell’s help, parents will be armed with the tools they need to create a memorable holiday. 

According to a recent IPSOS survey conducted on behalf of Duracell, nearly half of parents say they feel stressed out during the holiday season, which can often result in forgetting to buy necessary gift accessories for Christmas, such as wrapping paper, tape, and batteries.   The Duracell Holiday Insurance Program arms parents with what they need to be better prepared by offering:
• Free and unique content on Facebook.com/Duracell
• Advice from toy experts
• Free hourly giveaways of the season’s most wanted toys
• Access to toy reviews from real kids

“At Duracell, we know that the holiday season is often about creating a wonderful experience for kids. With our Holiday Insurance Program we hope to provide parents with peace of mind by empowering them to create unforgettable holidays for their families,” said Volker Kuhn, General Manager for Duracell North America. “Duracell also believes that all children deserve a chance to experience the magic of the holidays, and that’s precisely why we’ve partnered with the Toy Industry Foundation.  Together, we’ll provide the power for toys that brighten the holidays for less fortunate children and their families.”

The Holiday Insurance Program offers parents everything on their holiday wish lists:

Support and Inspiration From High-Profile Parent
Duracell is partnering with Grammy-Nominated artist Chris Daughtry to spread the word about the program.  

“As a dad of four, I understand the importance of creating holiday memories for my kids but know how overwhelming the task can be,” said Daughtry.  “That’s why Duracell and I are teaming up to prepare parents during this stressful time of year while also helping to create a magical Christmas morning for kids in need.”

To help celebrate the Holiday season, Duracell is hosting a special concert on Facebook with Chris Daughtry on December 14. In order to watch the concert, all consumers have to do is “like” Duracell’s Facebook page for access.

Giving Back 
Despite the stress that parents feel during the holidays, many feel giving back is an important part of the holiday season.  In fact, nearly three-quarters of parents surveyed say they want to help the less fortunate and wish there was a simple way to do this during the holidays.   With this insight in mind, Duracell will donate 30,000 batteries to the Toy Industry Foundation (TIF) to power holiday toys for kids in need. TIF is the charitable arm of the North American toy industry, collecting toys from manufacturers, distributors and retailers to deliver them to children in need all around the world through a network of charities.
 
Tips from Toy Industry Experts
A big part of creating a magical Christmas morning is the moment children open the gifts that have been on their list all season long. To help ensure every parent can achieve this moment, Duracell has partnered with the nation’s best-known toy experts: TimetoPlayMag.com’s Jim Silver and Chris Byrne (aka The Toy Guy®).  These industry veterans will guide parents on how to prepare for those unforgettable moments by offering toy advice from an insider’s perspective. 
 
Toy Advice from Real Families
Duracell wanted to find real kids who had experienced truly magical Christmas mornings and identify the parents who successfully created them.  The brand turned to YouTube to find the Duracell Holiday Helpers, a team of real kids and parents who will offer their advice to other families on how to create an unforgettable Christmas morning. The Holiday Helper kids will provide their viewpoints and reviews on the hottest holiday toys and educate parents on what kids really think about holiday gift giving.  After all, half of parents surveyed by IPSOS wish that they had a child's perspective on a particular gift they were considering giving.2

Free Hourly Giveaway of the Hottest Holiday Toys
The hottest holiday toys are often hard to find, so Duracell’s Facebook page is making social media history with a season-long “hot” holiday toy giveaway, sponsored by Time to Play. Beginning November 25 and running through December 23, one free toy will be given away every hour on the Duracell Facebook page. Toys from brands such as Fisher-Price, Mattel, Leapfrog, Hasbro, SpinMaster, Jakks Pacific and Mega Brands will be featured. With toys being the centerpiece of holiday gift giving, Duracell also offers a battery guarantee to provide parents with extra peace of mind.  The company is so confident of battery quality that if a toy doesn’t work due to a Duracell battery defect, Duracell will repair or replace it.  

To learn more about the Duracell Holiday Insurance Program and details for the concert, visit Duracell’s Facebook page (Facebook.com/Duracell).

About the IPSOS Survey Methodology

The Duracell Holiday Insurance national survey was conducted by IPSOS among 953 randomly-selected U.S.-based parents aged 18 and over who have children under the age of 18 to whom they give gifts during Christmas time. The survey was fielded via telephone interviews between August 4th and September 13th, 2011.  For more information please visit: www.ipsos-na.com/news-polls/pressrelease.aspx?id=5403

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit www.duracell.com for more information, follow us on Twitter.com/Duracell, and like us on Facebook.com/Duracell.

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands.  The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®.  With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About the Toy Industry Foundation (TIF)

The Toy Industry Foundation (www.toyindustryfoundation.org) is a nonprofit organization whose mission is to bring joy, comfort, and learning to children in need through toys and play. While other organizations provide food, shelter and support services to children and their families, TIF sees to it that these children have toys and opportunities to play in an attempt to restore both fun and a sense of normalcy to their lives. The Foundation currently fulfills its mission through core programs including The Toy Bank™ and grants to organizations whose missions are in line with that of the TIF.

About Time to Play

TimetoPlayMag.com is a playful destination website which provides information, entertainment, and services on what's fun for children and their families. One of the most highly trafficked family-friendly websites, TimetoPlayMag.com offers parents and gift givers comprehensive content including hundreds of toy reviews and recommendations; hot toy lists and editors' picks; a product/gift finder; informative and amusing blog entries from leading toy, family entertainment and parenting experts; seasonal stories; safety tips and recall information; daily giveaways of in demand toys and more. The site is fully COPPA compliant.
 
Over the past fifteen years, the Time to Play editorial team has accurately predicted each season’s hottest, best-selling toys and correctly identified the industry's most prevalent product and financial trends.
 
Make friends with the Time to Play team online at: Facebook.com/TimetoPlayMag, Twitter.com/TimetoPlay, YouTube.com/TimetoPlayMag.

PGP Customer Firehouse Subs to Distribute Batteries to Customers at 400 Locations

CINCINNATI (OCT. 13, 2011) – Procter & Gamble Professional™, the away-from-home division of Procter & Gamble (NYSE:PG), announced today a month long partnership with Firehouse Subs in support of national Fire Safety month (October).  At each of Firehouse Subs’ 447 locations, guests who purchase a $5 medallion will receive a Duracell 9-volt battery for their home smoke detector. All funds raised will benefit the Firehouse Subs Public Safety Foundation.


“We’re pleased to partner with Firehouse Subs to help shine a light on the need for fire prevention while simultaneously offering consumers with a simple solution – a 9-volt Duracell battery – for home fire safety,” said Eric Hetrick, P&G Professional North America Commercial Director. “This partnership is one example of P&G Professional’s ongoing commitment to work closely with our customers to help improve their business, and the lives of their employees and customers.”

Procter & Gamble Professional donated 26,820 9-volt Duracell batteries in an effort to help raise awareness about the importance of fire prevention. The goal of the partnership is to encourage consumers to replace their current smoke alarm battery with a new Duracell 9-volt battery since alarms can become desensitized over time. All proceeds raised through purchases of medallions will go toward the equipment, education, and funding of public safety entities through the Firehouse Subs Public Safety Foundation.

“We are fired up for Fire Safety Month and want to raise awareness, as well as funds, for deserving first responders,” said Robin Peters, executive director of the Firehouse Subs Public Safety Foundation. “Through donations raised in our restaurants, we have given more than $3.1 million in lifesaving equipment to fire departments, police departments and EMS across the

country. We hope to raise a record amount this October, and are thrilled to partner with P&G Professional in distributing Duracell 9-volt batteries for use in home smoke detectors to further help the life-saving efforts of first responders.”

For more information about Firehouse Subs dedication to fire safety month, please visit their website at www.firehousesubs.com.

About Firehouse Subs

Firehouse Subs®, founded in Jacksonville, Fla., by former firefighting brothers Chris and Robin Sorensen, is a 447-unit fast-casual restaurant chain. Subs offers oversized portions of premium hand-sliced meats and cheeses, steamed to make the flavors burst, then piled high with fresh produce atop a toasted sub roll. Restaurants reflect the authentic firefighter heritage, as well as the founding family’s 200 years of firefighting service. Firehouse Subs was named “National Chain” winner of the National Restaurant Association’s (NRA) Restaurant Neighbor Award for their overall dedication to community service.

About Procter & Gamble Professional

Procter & Gamble Professional® is the away-from-home division of Procter & Gamble, serving the foodservice, building cleaning and maintenance, hospitality and convenience stores industries. P&G Professional offers complete solutions utilizing its parent company's scale, trusted brands and strengths in market and consumer understanding. P&G Professional features such brands as Tide®, Dawn®, Mr. Clean®, Febreze®, Swiffer®, and its own brand, P&G Pro Line®. Please visit www.pgpro.com for the latest information about P&G Professional's solutions.

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands. The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®. With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

P&G Professional Media Contacts

Chris Vuturo, P&G Professional External Relations, +513-871-5607 vuturo.cm@pg.com
Sara Sloan, PainePR, +949-809-6856 sara.sloan@painepr.com

BETHEL, Conn., and NEW YORK, NY (Sept. 14, 2011) – The Procter & Gamble Company (NYSE: PG) and Powermat Ltd., the pioneer and leader in wireless charging, today announced that they intend to form a joint venture (JV) to bring the most innovative and compelling wireless power products to consumers around the world.  As part of the strategic alliance between P&G’s Duracell brand and Powermat, P&G also expects to make an equity investment in Powermat.

The last decade has seen a sharp growth of smart portable devices, which have become a critical part of our lives. Unfortunately, these same devices have become ever more power hungry, creating the need for a wireless charging technology that keeps those devices ‘always ready’.

It is expected that the JV will begin operation early next year.  The JV will harness the capabilities of P&G and Powermat to fulfill this common vision through unrivaled innovation and global reach.  In combining P&G’s strong consumer understanding, brand-building and go-to- market capabilities with Powermat’s breakthrough technology, the JV will deliver an ecosystem of best-in-class wireless power solutions, under the aegis of the foremost brands in the field of portable power: Duracell and Powermat.

Wireless charging became a reality with Powermat’s retail product launch in 2009, and has gained momentum since then, with millions of consumers joining the wireless power revolution.  As part of this ever strengthening wave, Powermat has been chosen by General Motors and will be integrated into its cars as of 2012. Furthermore, Powermat is expanding its technology into public spaces, office furniture and major appliances.  The JV’s products will seamlessly interoperate with this burgeoning ecosystem.

“Several decades ago, Duracell was a pioneer in a new revolutionary product category, alkaline roundcell batteries,” said Stassi Anastassov, Duracell President. “Today it is a multi-billion dollar category. In a not too distant future, we expect wireless power solutions to eliminate the hassle of multiple cords and chargers, creating a major growth opportunity. Innovation to create new solutions that touch and improve people’s lives is what P&G-Duracell are all about. The JV between Duracell and Powermat puts us in the driver-seat for this disruptive category creation.”

IHS iSuppli, an electronic component researcher and trend forecaster, has estimated that the worldwide retail market for wireless charging will be a multi-billion dollar market by 2015.  “Powermat and P&G joining forces makes so much sense,” says Marijana Vukicevic, Senior Principal Power Management Analyst at IHS.  “Adoption of wireless power is growing fast, and the marriage of a proven technology like Powermat’s with the global marketing muscles of P&G promises to propel consumer adoption faster yet.”

Ran Poliakine, CEO of Powermat agreed: “Alkaline batteries, led by Duracell, really were one of the first wireless power sources to gain worldwide adoption by the consumer. The promise of wireless power is similarly transformational, and there is no partner more capable than Duracell – and its parent, P&G – to help turn this vision into a reality.”

About Powermat

Powermat, Ltd. is pioneering the wireless power revolution. The first company to bring wireless power to consumers in a widely available, meaningful way via mainstream retail channels, Powermat is leading the charge in helping consumers lose the cords. As the dominant market leader, Powermat's technology is scalable and embeddable, allowing it to be built directly into electronics of all kinds as well as almost any surface to create wireless energy “hubs” within homes, automobiles, airports, offices and other venues.  For more information, please visit www.powermat.com.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Duracell products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits.For more information , please visit www.duracell.com .

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands.  The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®.  With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn. (Aug. 11, 2011) – While some parents may frown when it comes to too much time with video games, a recent IPSOS poll conducted on behalf of Duracell found that 73 percent* of parents agree that educational video games can be an effective teaching tool. In fact, two-thirds believe that playing video games can help their children develop skills such as eye-hand coordination or teamwork. While traditional books and classroom activities remain an important part of a student’s learning process, an Ipsos survey among teachers** found that eight in 10 agree that electronic devices are as important a part of the learning process for their students.  This may be the reason why also eight in 10 (82 percent) agree that technology is increasingly becoming part of their curriculum.  The IPSOS survey talked to parents and teachers about a variety of issues relating to back to school purchases and the educational experience both inside and outside of the classroom with the usage of electronic devices.

According to the survey, teachers believe that technology is intrinsic to their students’ success. Nearly 85 percent feel that in order for their students to succeed in school, they need to have a general understanding of the latest technology. Likewise, 73 percent agree that in order for their students to succeed, they also need to have access to the latest technology. With the busy back to school season, it can be a stress for parents to keep up with the types of devices that their kids need to do well in school – in fact, half of them (50 percent) agree that it gets harder every year due to evolving technology.

“We know that electronic devices are increasingly becoming part of parents back to school purchases,” said Kip Olmstead, Duracell marketing director-North America. "Whether it’s to keep children’s battery-operated electronic devices powered up for use in the classroom or to provide the charge for educational video games at home, Duracell products offer much-needed solutions to make the back-to- school time a successful experience for parents, teachers and kids alike."

To help power electronic devices, the survey found that a majority of parents (52 percent) say that batteries are part of their back to school purchases.  The survey results also revealed that:

• 85 percent of teachers agree that their students enjoy using electronic devices to learn as opposed to more traditional learning devices like text books.
• 74 percent of teachers agree that technology increases their students’ motivation and self-esteem.
• 66 percent of teachers believe that the use of technology allows their school to be more green and 53% say that because of advances of technology at their  school, their students are becoming more eco-friendly.
• 59 percent of parents agree that preparing their kids for going back to school can be stressful.

For more information on Duracell products for today’s modern families and teachers, visit Duracell.com.

* This national survey was conducted online by IPSOS Public Affairs on July 8-13, 2011 using a national sample of 1,014 parents with at least one child under the age of 18 living at home. For more information about this survey please visit www.ipsos-na.com /news/

** This national survey was conducted online by IPSOS Public Affairs on February 23 – March 2, 2011 using a national sample of 1,000 teachers currently teaching kindergarten through high school. For more information about this survey please visit www.ipsos-na.com/news/

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit duracell.com for more information, follow us on Twitter.com/Duracell_Power, and like us on Facebook.com/Duracell.

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands.  The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®.  With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com  for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., (May  6, 2011) – Cee Lo Green may be best-known for his break-up anthem ‘Forget You,’ which earned him a 2011 Grammy Award, but the entertainer today will change his tune to reveal a softer, more vulnerable side with the ‘Thank You’ charity track. Cee Lo will continue to tell his little-known personal rescue stories through original lyrics he created in tribute to the one million volunteer firefighters across the country.   It’s his way of partnering with Duracell and the National Volunteer Fire Council for the Power Those Who Protect Us program, designed to donate batteries while supporting and raising awareness for our nation’s volunteer firefighters.

Cee Lo is closely connected with the Power Those Who Protect Us volunteer firefighter cause.  As a child growing up in Atlanta, Cee Lo's mother served as a volunteer firefighter.  Then, when he was 16 years old, a group of local volunteer firefighters miraculously pulled his mother to safety following a near-fatal car accident. The new ‘Thank You’ song will serve as an ode to the firefighters on the scene during those two critical rescues and to the 23,000 volunteer fire departments across the county  that put their lives in danger daily to protect their communities.  The track is a free, limited-edition download, available exclusively on Duracell’s Facebook page, Facebook.com/Duracell, while supplies last.  The song will also be accompanied by an online video featuring first-hand accounts by Cee Lo and heroic images from volunteer firefighters across the country.

“As entertainers in the public light, we have an unique opportunity to raise awareness for causes close to our hearts through our greatest passion: music,” said Green. “That’s why I am proud to join the Power Those Who Protect Us cause, to tell my own story and shed light on the tireless sacrifices our nation’s volunteers make each and every day to protect their communities.”

 “We are excited to encourage local communities to join in our thank you efforts with Cee Lo, a superstar who has been profoundly impacted by the very community we’re supporting,” said Volker Kuhn, General Manager, North America for Duracell. “In addition to releasing our limited-edition track and video, we’ll also be thanking volunteers by doubling our initial contribution commitment from 10 million to up to 20 million batteries for the 23,000 volunteer fire departments in the United States.”

In addition to downloading the song and watching the touching video, local communities can also support the program, either by purchasing specially-marked packs of Duracell AA and AAA batteries or by thanking their local volunteers during one of the Power Those Who Protect Us ‘Thank You’ events.  For each specially-marked battery pack purchased, Duracell will make a donation to the nation’s volunteer firehouses.  Donations can also be localized to support specific volunteer firehouses by logging on to Duracell.com/Protect and entering a zip code.  As part of the ‘Thank You’ event series, Duracell and the NVFC will partner with several communities and firehouses across the country to host fundraisers to benefit the needs of local volunteer fire units.  For more information and upcoming dates, visit Facebook.com/Duracell.

Launched in January 2011, Power Those Who Protect Us, is a joint effort between Duracell and the NVFC to help equip the nation’s volunteer fire force, which makes up nearly three-quarters of our nation’s fire departments, with supplies they need to help power their everyday tools and life-saving devices.  The program was created to help offset the out-of-pocket financial contributions many volunteers must make in order to support their local departments (64 percent of volunteers surveyed report that their departments are not sufficiently funded to sustain all areas of operations ).  In fact, 86 percent of volunteer firefighters report that they or their families invest their own money in purchasing supplies and/or equipment for their department, with most of them (73 percent) investing up to $500 per year. 
Due to the great initial response to and support for the program, Duracell is also proud to announce today that it will be doubling its battery donation goal to provide the volunteer community with up to 20 million batteries for the 23,000 volunteer fire departments across the country.
For more information or to get involved in Duracell's Power Those Who Protect Us battery donation program, visit www.duracell.com/protect and/or Facebook.com/duracell. 

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit www.duracell.com for more information, follow us on Twitter.com/Duracell_Power, and like us on Facebook.com/Duracell.

About the National Volunteer Fire Council

The National Volunteer Fire Council (NVFC) is the leading nonprofit membership association representing the interests of the volunteer fire, EMS, and rescue services. Organized in 1976, the NVFC serves as the voice of the volunteer fire and emergency services in the national arena and provides invaluable tools, resources, programs, and advocacy for first responders across the nation. Each state firefighter’s association elects a representative to the NVFC Board of Directors.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®.

The P&G community includes approximately 127,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., (March 31, 2011) –Cee Lo Green may be best-known for his break-up anthem ‘Forget You,’ which earned him a 2011 Grammy Award, but the entertainer today will change his tune to reveal a softer, more vulnerable side with the ‘Thank You’ charity track. Cee Lo will tell his little-known personal rescue story through original lyrics he created in tribute to the one million volunteer firefighters across the counftry.   It’s his way of partnering with Duracell and the National Volunteer Fire Council for the Power Those Who Protect Us program, designed to donate batteries while supporting and raising awareness for our nation’s volunteer firefighters.

When Cee Lo was only two years old, his mother was in a near-fatal car accident and was miraculously rescued by a group of volunteer firefighters in Atlanta.  The new ‘Thank You’ song will serve as an ode to the firefighters who saved his mother’s life and to the 23,000 volunteer fire departments across the county  that put their lives in danger daily to protect their communities.  The track will be released as a free download, available exclusively on Duracell’s Facebook page, Facebook.com/Duracell, in mid-April.  The song will also be accompanied by a PSA-style music video featuring first-hand accounts by Cee Lo and heroic images from volunteer firefighters across the country.

“As entertainers in the public light, we have a unique opportunity to raise awareness for causes close to our hearts through our greatest passion: music,” said Green. “That’s why I am proud to join the Power Those Who Protect Us, to tell my own story and shed light on the tireless sacrifices our nation’s volunteers make each and every day to protect our communities.”

“We are excited to encourage local communities to join in our thank you efforts with Cee Lo, a superstar who has been profoundly impacted by the very community we’re supporting,” said Volker Kuhn, General Manager, North America for Duracell. “In addition to releasing our limited-edition track and video, we’ll also be thanking volunteers by doubling our initial contribution commitment from 10 million to 20 million batteries for the 23,000 volunteer fire departments in the United States.”

 In addition to downloading the song and watching the touching video, local communities can also support the program, either by purchasing specially-marked packs of Duracell AA and AAA batteries or by thanking their local volunteers during one of the Power Those Who Protect Us ‘Thank You’ events.  For each specially-marked battery pack purchased, Duracell will make a donation to the nation’s volunteer firehouses.  Donations can also be localized to support specific volunteer firehouses by logging on to Duracell.com/Protect and entering a zip code.  As part of the ‘Thank You’ event series, Duracell and the NVFC will partner with several communities and firehouses across the country to host fundraisers to benefit the needs of local volunteer fire units.  For more information and upcoming dates, visit Facebook.com/Duracell.

Launched in January 2011, Power Those Who Protect Us, is a joint effort between Duracell and the NVFC to help equip the nation’s volunteer fire force, which makes up nearly three-quarters of our nation’s fire departments, with supplies they need to help power their everyday tools and life-saving devices.  The program was created to help offset the out-of-pocket financial contributions many volunteers must make in order to support their local departments (64 percent of volunteers surveyed report that their departments are not sufficiently funded to sustain all areas of operations ).  In fact, 86 percent of volunteer firefighters report that they or their families invest their own money in purchasing supplies and/or equipment for their department, with most of them (73 percent) investing up to $500 per year.

Due to the great initial response to and support for the program, Duracell is proud to announce today that it will be doubling its battery donation goal to provide the volunteer community with more than 20 million batteries for the 23,000 volunteer fire departments across the country.

For more information or to get involved in Duracell's Power Those Who Protect Us battery donation program, visit Duracell.com/Protect and/or Facebook.com/duracell.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit duracell.com for more information, follow us on Twitter.com/Duracell_Power, and like us on Facebook.com/Duracell.

About the National Volunteer Fire Council

The National Volunteer Fire Council (NVFC) is the leading nonprofit membership association representing the interests of the volunteer fire, EMS , and rescue services. Organized in 1976, the NVFC serves as the voice of the volunteer fire and emergency services in the national arena and provides invaluable tools, resources, programs, and advocacy for first responders across the nation. Each state firefighter’s association elects a representative to the NVFC Board of Directors.

About Procter & Gamble [NYSE:PG]

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®.

The P&G community includes approximately 127,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., (January 31, 2011) – Of the more than one million active firefighters in the U.S., 73 percent serve entirely as volunteers.    Duracell, in partnership with the National Volunteer Fire Council (NVFC), today kicked-off a national battery donation program, Power Those Who Protect Us, to help equip these volunteer firefighters with supplies they need to help power their everyday tools and life-saving devices, such as flashlights, breathing apparatus and emergency personnel locators.  Sixty-four percent of volunteer firefighters surveyed report that their department is not sufficiently funded to sustain all areas of operations.   In fact, 86 percent of volunteer firefighters report that they or their families invest their own money in purchasing supplies and/or equipment for their department, with most of them (73 percent) investing up to $500 per year.   Duracell and the NVFC created the Power Those Who Protect Us program to raise awareness for needs of these volunteers who selflessly donate their personal time and income to protect our communities. With the help of consumers, the program goal is to provide 10 million batteries to the 23,000 volunteer fire departments in the U.S. in order to help power devices and life-saving equipment used to keep volunteer firefighters and their communities safe.

“When it comes to the most critical situations, important organizations – from firefighters to doctors, to the  military – trust Duracell batteries to power the devices they rely upon,” said Volker Kuhn, General Manager, North America for Duracell. “Today, we’re inviting communities across the country to join us in helping power those who protect us: our local volunteer firefighters.  With state budgets continuing to tighten, we’ve heard from some of these men and women that they could use some assistance with resources, like batteries, and we want to help.”

Consumers can participate in the Power Those Who Protect Us program by purchasing specially marked Duracell CopperTop battery packs at retailers nationwide beginning today.  For every specially marked Duracell CopperTop 10- and 20-pack of AA or AAA batteries purchased, Duracell will donate one or two batteries respectively.  Every department will receive a sizable battery donation, in some cases the equivalent of a year’s supply depending on department size, and consumers can help increase the donation to their local volunteer departments even further by directing their battery donation by zip code at www.duracell.com/protect or by visiting facebook.com/duracell and clicking on the program tab.

“Volunteer firefighters use batteries for a wide variety of crucial devices, such as personal alert systems, personnel location equipment, communication devices, and flashlights,” said Philip Stittleburg, Chairman, NVFC. “Funds are tight, so offsetting annual battery purchases provides local volunteer fire departments with genuine value, enabling them to reallocate resources to support the other areas of operation.”

The majority of volunteer firefighters in the U.S. balance careers where they work 40 hours a week or more and their families, many of them with children,  while the majority commit up to 20 extra hours a week volunteering at their fire station.   Many work into the early hours as they report the majority emergency calls come in between 6 p.m. and midnight.   Through the Power Those Who Protect Us Program, Duracell and the NVFC want to recognize the hard work these local heroes do everyday, encourage communities to get involved in giving back to them and provide a meaningful supply of batteries to help ease everyday operational costs.

Campaign spokesperson, retired NFL quarterback and two-time NFL MVP, Kurt Warner, is championing the Power Those Who Protect Us program out of gratitude and admiration for the men and women who serve as volunteer firefighters. Having grown up in Iowa next to a volunteer fire station, as a child Warner saw firsthand the commitment, determination and courage demonstrated on a daily basis. During the campaign, Warner will serve at his local Phoenix-area volunteer fire department, the Wickenburg Fire Department, for a day doing firefighter training such as live fire and rescue exercises and testing equipment.  During a media day in New York City on January 31, Warner will share his experiences on behalf of volunteer firefighters across the country in hopes to raise awareness for the need to support these unsung heroes.

For more information or to get involved in Duracell's Power Those Who Protect Us battery donation program, visit www.duracell.com/protect and/or Facebook.com/duracell.

About the Survey

This national survey was conducted online by IPSOS Public Affairs on January 4-11, 2011 using a national sample of 523 volunteer firefighters members of the National Volunteer Fire Council.  For more information please visit: http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=5104.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit duracell.com for more information, follow us on Twitter.com/Duracell_Power, and like us on Facebook.com/Duracell.

About the National Volunteer Fire Council

The National Volunteer Fire Council (NVFC) is the leading nonprofit membership association representing the interests of the volunteer fire, EMS , and rescue services. Organized in 1976, the NVFC serves as the voice of the volunteer fire and emergency services in the national arena and provides invaluable tools, resources, programs, and advocacy for first responders across the nation. Each state firefighter’s association elects a representative to the NVFC Board of Directors.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®.

The P&G community includes approximately 127,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., (January 31, 2011) – Of the more than one million active firefighters in the U.S., 73 percent serve entirely as volunteers.    Duracell, in partnership with the National Volunteer Fire Council (NVFC), today kicked-off a national battery donation program, Power Those Who Protect Us, to help equip these volunteer firefighters with supplies they need to help power their everyday tools and life-saving devices, such as flashlights, breathing apparatus and emergency personnel locators. 

Sixty-four percent of volunteer firefighters surveyed report that their department is not sufficiently funded to sustain all areas of operations.   In fact, 86 percent of volunteer firefighters report that they or their families invest their own money in purchasing supplies and/or equipment for their department, with most of them (73 percent) investing up to $500 per year.   Duracell and the NVFC created the Power Those Who Protect Us program to raise awareness for the needs of these volunteers who selflessly donate their personal time and income to protect our communities. With the help of consumers, the program goal is to provide 10 million batteries to the 23,000 volunteer fire departments in the U.S.  in order to help power devices and life-saving equipment used to keep volunteer firefighters and their communities safe.

“When it comes to the most critical situations, important organizations – from firefighters to doctors, to the military – trust Duracell batteries to power the devices they rely on,” said Volker Kuhn, General Manager, North America for Duracell. “Today, we’re inviting communities across the country to join us in helping power those who protect us: our local volunteer firefighters.  With state budgets continuing to tighten, we’ve heard from some of these men and women that they could use some assistance with resources, like batteries, and we want to help.”

Consumers can participate in the Power Those Who Protect Us program by purchasing specially marked Duracell CopperTop battery packs at retailers nationwide beginning today.  For every specially marked Duracell CopperTop 10- and 20-pack of AA or AAA batteries purchased, Duracell will donate one or two batteries respectively.  Every

department will receive a sizable battery donation, in some cases the equivalent of a year’s supply depending on department size, and consumers can help increase the donation to their local volunteer departments even further by directing their battery donation by zip code at www.duracell.com/protect or by visiting facebook.com/duracell and clicking on the program tab.
 
“Volunteer firefighters use batteries for a wide variety of crucial devices, such as personal alert systems, personnel location equipment, communication devices, and flashlights,” said Philip Stittleburg, Chairman, NVFC. “Funds are tight, so offsetting annual battery purchases provides local volunteer fire departments with genuine value, enabling them to reallocate resources to support the other areas of operation.”

The majority of volunteer firefighters in the U.S. balance careers where they work 40 hours a week or more and their families, many of them with children,  while the majority committing up to 20 extra hours a week volunteering at their fire station.   Many work into the early hours responding to the majority of emergency calls that come in between 6 p.m. and midnight.   Through the Power Those Who Protect Us Program, Duracell and the NVFC want to recognize the hard work these local heroes do everyday, encourage communities to get involved in giving back to them and provide a meaningful supply of batteries to help ease everyday operational costs. 

Campaign spokesperson, retired NFL quarterback and two-time NFL MVP, Kurt Warner, is championing the Power Those Who Protect Us program out of gratitude and admiration for the men and women who serve as volunteer firefighters. Having grown up in Iowa next to his local fire station, as a child Warner saw firsthand the commitment, determination and courage firefighters demonstrated on a daily basis. During the campaign, Warner will serve at his local Phoenix-area volunteer fire department, the Wickenburg Fire Department, for a day doing firefighter training such as live fire and rescue exercises and testing equipment.  During a media day in New York City on January 31, Warner will share his experiences on behalf of volunteer firefighters across the country in hopes to raise awareness for the need to support these unsung heroes.
For more information or to get involved in Duracell's Power Those Who Protect Us battery donation program, visit www.duracell.com/protect and/or Facebook.com/duracell.

About the Survey

This national survey was conducted online by IPSOS Public Affairs on January 4-11, 2011 using a national sample of 523 volunteer firefighters members of the National Volunteer Fire Council.  For more information please visit: http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=5104.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit www.duracell.com for more information, follow us on Twitter.com/Duracell_Power, and like us on Facebook.com/Duracell.

About the National Volunteer Fire Council

The National Volunteer Fire Council (NVFC) is the leading nonprofit membership association representing the interests of the volunteer fire, EMS , and rescue services. Organized in 1976, the NVFC serves as the voice of the volunteer fire and emergency services in the national arena and provides invaluable tools, resources, programs, and advocacy for first responders across the nation. Each state firefighter’s association elects a representative to the NVFC Board of Directors.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®.

The P&G community includes approximately 127,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands

BETHEL, Conn., (June 12, 2012) – Duracell, a Procter & Gamble (P&G) brand, today announced a comprehensive multi-year sponsorship with the National Football League (NFL) as the “Trusted Battery Power of the NFL,” as well as a player relationship with All-Pro linebacker Patrick Willis. Whether on the field, or off the field, in devices that power the lives of players, coaches and fans, Duracell provides trusted battery power for when the League and its players need it most.

This announcement comes on the heels of the brand’s biggest battery news since the creation of iconic Coppertop. Duracell batteries with the Duralock Power Preserve™ Technology are guaranteed to stay powered for up to 10 years in storage.  This technology provides guaranteed power for battery-powered devices, on and off the field.

“With this sponsorship, we’re reaching millions of passionate and dedicated NFL fans that rely on battery power in their everyday lives,” said Volker Kuhn, general manager for Duracell North America. “As an innovator in the category, we can provide peace of mind for consumers and the NFL. Starting this fall, whether it is in a living room or an NFL stadium on Sunday afternoons, Duracell will provide the trusted battery power needed to enjoy or play the game on and off the field.”

To further strengthen the relationship, Duracell has signed powerhouse San Francisco 49ers linebacker Patrick Willis. Willis will play a role in the integrated marketing program, from retail, digital and creative to social and event based initiatives.

“Patrick is an inspiring athlete and person and we are thrilled to be working with him to bring to life this partnership,” said Kuhn.  “When we think about a player that embodies Duracell’s two greatest strengths – power and reliability – there is no one better suited than Patrick.”

Willis (twitter: @PatrickWillis52) helped Duracell launch the NFL sponsorship by sharing his personal power with the city of San Francisco. Last week, San Franciscans were able to tweet using hashtag #PatrickPower to tell how they would enlist the Pro-Bowlers’ powerful arms and legs to help complete tasks or errands that require reliability and power. Willis and Duracell took to the streets to fulfill some of those wishes for help with seemingly mundane tasks, from hauling furniture to carrying groceries.

“I am thrilled to be able to work with a brand that prides itself on trust, reliability and power. These are traits that I take pride in and that I admire in a product,” said Willis. “I also appreciate that the brand can have a little fun with it. It was exciting to help out the people of San Francisco with their personal ‘power’ needs.”

Consumers can see the best photos and videos from the day on Duracell’s Facebook page (www.Facebook.com/Duracell) or Twitter page (www.Twitter.com/Duracell).

P&G signed a corporate sponsorship agreement with the NFL in 2009 that provided several of its brands including Tide, Gillette, Head & Shoulders and Vicks the rights to participate in the sponsorship. Duracell is the latest P&G brand to announce an NFL sponsorship, and beginning with the 2012 NFL season allows Duracell use of official NFL marks, including Super Bowl XLVII, Pro Bowl, NFL Draft and NFL Playoffs.   

“We are proud to bring Duracell into our portfolio of leading brands that are partnering with the NFL,” said David Palmer, Head of Global Sports Marketing at P&G.  “This partnership further extends our reach and integration with the NFL fans and our consumers while driving scale marketing opportunities for P&G.”

Duracell with Duralock Power Preserve Technology
Set for retail distribution this summer, 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 or locker will still work when they are needed most. Whether it’s a CopperTop, an Ultra Power, or a Rechargable battery, Duracell’s Duralock technology means that there’s a battery best suited for every lifestyle. 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.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit www.duracell.com for more information, follow us on Twitter.com/Duracell, and like us on Facebook.com/Duracell.

About Procter & Gamble

P&G serves approximately 4.4 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

ABOUT NFL PLAYERS INC.

NFL PLAYERS INC. is the licensing and marketing subsidiary of the NFL Players Association. Representing more than 1,800 NFL players, NFL PLAYERS INC. “takes the helmets off” the players and markets them as personalities as well as professional athletes. Through an exclusive sponsorship agreement with the NFL, players are integrated into NFL sponsor activations. NFL PLAYERS INC. activities include retail licensing, corporate partnerships, player marketing, special events, broadcast and publishing. For more information, please visit NFLPLAYERS.COM.

BETHEL, Conn., (June 6, 2012) – Today, professional baseball players across the country will change their at-bat song to "Champions" in support of Team USA leading up to the London 2012 Olympic Games. "Champions," an exclusive track created for Duracell’s Rely on Copper to Go for the Gold program by veteran rock band O.A.R. and multi-platinum artist B.o.B, is meant to help motivate and inspire Olympians training to compete in London. The song is available as a free download to all of Team USA and consumers on Duracell's Facebook page.

On one night during their current homestand, the following players will walk to the plate to "Champions" to show their support for the U.S. athletes in training: New York right fielder Nick Swisher, Philadelphia short stop Jimmy Rollins, St. Louis left fielder Matt Holliday, Los Angeles second baseman Howard Kendrick, Tampa Bay center fielder B.J. Upton, Arizona right fielder Justin Upton, Miami left fielder Logan Morrison, Milwaukee outfielder Nyjer Morgan and Cincinnati second baseman Brandon Phillips. These players, as well as Boston’s Jacoby Ellsbury, will also be supporting the song through their social media channels.

"Champions" is just one part of Duracell’s Rely on Copper to Go for the Gold program, which gives consumers a place – the Virtual Stadium – to provide encouragement for the athletes in real time through videos, pictures and texts as they train and compete in London.

"The Duracell Olympic Games program is about rallying support for Team USA and powering their journey to the Games," said Volker Kuhn, general manager for Duracell North America. "Whether through personal messages of encouragement on our Virtual Stadium, or through acts of support like these baseball players are taking, we encourage Americans to show their red, white and blue as we countdown to London."

The idea for the song was born when Duracell found, through conversations with many elite U.S. athletes, that music played an integral role in their training and everyday life. Since the brand provides the power for many music devices, from MP3 players to wireless headphones and docking stations, creating a song was a way to give them something that will hopefully be a playlist favorite and provide motivation for the road ahead.

Duracell enlisted the unique collaboration of O.A.R. (Of a Revolution) and B.o.B (Bobby Ray Simmons) to bring the idea to life. As inspiration, both artists had the chance to spend some time with Duracell’s partner athletes –Hunter Kemper (triathlon), Diana Lopez and Mark Lopez (taekwondo) – and learn about what inspires them and how they train.

Additionally, Duracell, B.o.B and O.A.R. are inviting consumers to help power Team USA by submitting their messages to the Duracell Virtual Stadium. Messages submitted to the Virtual Stadium will have the chance to be included in the fan-powered version of the "Champions" music video, which will be shared with Team USA before they head to London.

Duracell Virtual Stadium

As the centerpiece of the Rely on Copper to Go for the Gold program, Duracell’s online Virtual Stadium offers consumers the unique opportunity to experience the road to the Games through the eyes of world class athletes, and in turn, send them the power of encouragement and inspiration through video, text and photo messages. Additionally, by submitting motivational messages to the Duracell Virtual Stadium, consumers have the chance to win a trip to the Sochi 2014 Olympic Winter Games or a $500 Visa® gift card.  Consumers and athletes can access the Virtual Stadium via Facebook (Facebook.com/Duracell) and a free mobile application. Consumers can also participate via Twitter by using the hashtag, #GivePower, and letting @Duracell know who they are supporting.

The Duracell roster of athletes will bolster the Rely on Copper to Go for the Gold program through their support at events, social media activations and ongoing fan engagement.  In addition to Mark and Diana Lopez, and Hunter Kemper, the program also highlights Olympians Summer Sanders (retired gold medal Swimmer) and Dwight Howard (gold medal Basketball).

To learn more about Duracell’s Rely on Copper to Go for the Gold program and to support Team USA, visit Duracell’s Facebook page (Facebook.com/Duracell). 

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit www.duracell.com for more information, follow us on Twitter.com/Duracell, and like us on (Facebook.com/Duracell).

About Procter & Gamble

P&G serves approximately 4.4 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., (June. 1, 2012) – Whether it's an approaching storm or a summer vacation with the family, there are too many important details to consider and no time to worry that the batteries you select will have the power you need for your critical devices. That’s why Duracell®, the Trusted Everywhere brand, is giving consumers peace of mind with the launch of Duralock with Power Preserve Technology, the biggest news in the brand’s battery product portfolio since the creation of CopperTop. Set for retail distribution starting this summer, Duracell batteries with the Duralock Power Preserve Technology are guaranteed to stay powered for up to 10 years in storage.

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. Whether it’s a CopperTop, an Ultra Power, or a Rechargable battery, Duracell’s Duralock technology means that there’s a battery best suited for every lifestyle. 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,” 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 TECHNOLOGY BEHIND DURALOCK

Duracell’s huge leap forward with our guarantee was made possible as a result of significant improvements in recent years to our 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.

REALIZING THE NEED FOR TRUSTED POWER

Duracell research reports that some 20 battery-operated devices reside in the typical household, so Duralock’s guarantee means that consumers will be more prepared than ever before to power the devices in their homes regardless of the situation – from remote controls and toys to clocks and garage door openers, and essential devices like smoke and carbon monoxide detectors.

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

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. Duracell with Duralock will be available at mass merchandisers, industrial, electronics and battery distributors and hardware stores nationwide starting late summer.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Duracell products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits.

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands.  The Company’s leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®.  With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

 BETHEL, Conn., (May 9, 2012) – As part of its Rely on Copper to Go for the Gold Olympic Games program, Duracell, a Procter & Gamble (P&G) brand, unveiled today an exclusive and original song, "Champions," by recording artists O.A.R. and B.o.B. "Champions" is available as a free download to all of Team USA and consumers on Duracell's Facebook page, where they can also view the official music video starring the artists and Duracell’s partner athletes – Dwight Howard (basketball), Hunter Kemper (triathlon), Diana Lopez and Mark Lopez (taekwondo).

 Duracell's Rely on Copper to Go for the Gold gives consumers a portal to provide encouragement for the athletes through videos, pictures and texts as they train and compete in the London 2012 Olympic Games. In the infancy of this program, Duracell had the chance to speak with many elite U.S. athletes about how batteries and power play a role in their training and everyday life. One consistency rang true – music.

 “Whether in MP3 players, wireless headphones or docking stations, batteries power the music that motivates and inspires these athletes,” said Volker Kuhn, general manager for Duracell North America. “We thought if we could not only power their music devices, but also create a song for them that would hopefully inspire their road to London, then that would be the ultimate gift.”

The partnership with O.A.R. (Of a Revolution) and B.o.B (Bobby Ray Simmons) brought the idea to life via a unique collaboration that came about to support Team USA. Both artists had the chance to spend some time with Duracell’s partner athletes and learn about what inspires them and how they train.

“Music has the ability to inspire, to motivate, to unite and to be the soundtrack to life’s greatest memories and accomplishments,” said Marc Roberge, lead singer for O.A.R. “It’s our hope that ‘Champions’ will play some small role in inspiring these athletes, because we are certainly awed  by their drive and dedication for greatness.”

 Discussing the inspiration for the song, B.o.B. said, “For me, ‘Champions’ expresses the passion of these athletes. It’s about being faced with obstacles that seem impossible to conquer and then going into beast mode. It’s about digging deep and no matter what the circumstance, finding the power from within.”

Duracell, B.o.B and O.A.R. are inviting consumers to help power Team USA by submitting their messages to the Duracell Virtual Stadium. Beginning today, messages submitted to the Virtual Stadium will have the chance to be included in the fan-powered version of the “Champions” music video, which will be shared with Team USA before they head to London.

As a member of the P&G Family, Duracell is also supporting P&G’s “Thank You, Mom” campaign, which recognizes arguably the biggest fan in an Olympian’s life – Mom. While Duracell sends Team USA off with a fan-powered version of “Champions,” P&G will help ensure their moms are there to help power their children for one of the biggest stages of their lives. P&G will help offset travel costs to the London 2012 Olympic and Paralympic Games for the more than 800 moms of U.S. Olympians and Paralympians. To learn more about the “Thank You, Mom” campaign, go to http://www.facebook.com/thankyoumom.

Duracell Virtual Stadium

As the centerpiece of the Rely on Copper to Go for the Gold program, Duracell’s online Virtual Stadium will offer consumers the unique opportunity to experience the road to the Games through the eyes of world class athletes, and in turn, send them the power of encouragement and inspiration through video, text and photo messages. Additionally, by submitting motivational messages to the Duracell Virtual Stadium, consumers have the chance to win a trip to the Sochi 2014 Olympic Winter Games or a $500 Visa® gift card.[1] Consumers and athletes can access the Virtual Stadium via Facebook (Facebook.com/Duracell) and a free mobile application. Consumers can also participate via Twitter by using the hashtag, #GivePower, and letting @Duracell know who they are supporting.

Duracell Power Athletes

The Duracell roster of athletes will bolster the Rely on Copper to Go for the Gold program through their support at events, social media activations and ongoing fan engagement.

Dwight Howard: Arguably one of the most dominant and charismatic forces in professional basketball, Howard has an arsenal of accolades for his powerful game including an Olympic Games Gold medal, four All-NBA First Team selections, six NBA All-Star appearances and three consecutive NBA Defensive Player of the Year awards.
 

Summer Sanders: An Olympic Games Gold medalist and mother, Sanders will serve as the brand’s Copper Correspondent for the duration of the program, rallying fans behind Team USA and providing insight and regular updates as the Duracell athletes train for the gold. Sanders understands firsthand the power of fan support to motivate and inspire, as it helped lead her to the Barcelona 1992 Olympic Games in which she emerged as the most decorated U.S. swimmer, winning four medals – two gold, a silver and a bronze.

Hunter Kemper: A highly-decorated triathlete and father, Kemper recently experienced the strength of fan support as he persevered through injury to now be training for his fourth Olympic Games. Kemper has twice been named the United States Olympic Committee’s (USOC) Triathlete of the Year, and in 2005 was named the USOC Male Sportsman of the Year.

Mark and Diana Lopez: The youngest members of the “first family of Taekwondo,” the Lopez siblings know the importance of support from those around them. Since a young age, they have trained at their family’s facility in Houston and competed at the national and global level. In 2008, their family made Olympic Games history by becoming the first to have three siblings competing on the same U.S. Olympic Team since 1904. Both Mark and Diana hold a world championship title, and a silver and bronze Olympic Games medal, respectively.
 
To learn more about Duracell’s Rely on Copper to Go for the Gold program and to support Team USA, visit Duracell’s Facebook page (Facebook.com/Duracell). 

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit www.duracell.com for more information, follow us on Twitter.com/Duracell, and like us on Facebook.com/Duracell.

About Procter & Gamble

P&G serves approximately 4.4 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

BETHEL, Conn., (March 22, 2012) – Inspired by the hard work and training of American athletes as they prepare for the London 2012 Olympic Games, Duracell, a Procter & Gamble (P&G) brand, announced today the launch of its “Rely on Copper to Go for the Gold” program. Headlined by six-time NBA All-Star and 2008 Olympic Gold Medalist Dwight Howard, and featuring Olympians Hunter Kemper (triathlon), siblings Mark and Diana Lopez (taekwondo), and Olympic Gold Medalist Summer Sanders, “Rely on Copper to Go for the Gold” gives consumers a portal to provide encouragement for the athletes through videos, pictures and texts as they train and compete for the Games in London.

Just as athletes rely on the power of their devices when training, they also rely on the power of fan support. Duracell’s online Virtual Stadium will offer consumers the unique opportunity to experience the road to the Games through the eyes of these world class athletes, and in turn, send them the power of encouragement and inspiration through video, text and photo messages. Additionally, by submitting motivational messages to the Duracell Virtual Stadium, consumers have the chance to win a trip to the Sochi 2014 Olympic Winter Games or a $500 Visa® gift card.

“Whether in training or using battery power in their everyday lives, athletes trust in Duracell to make sure they are always prepared for what life has to offer,” said Volker Kuhn, General Manager for Duracell North America. “Duracell is committed to powering Team USA, and it’s our privilege to provide consumers with a tangible and meaningful way to help athletes achieve their Olympic Games dreams.”

Duracell Virtual Stadium
Duracell is encouraging fans to band together in its online Virtual Stadium to support the athletes who are hoping to make Team USA. Here people can leave video, text and photo messages of encouragement for specific athletes, sports or Team USA in general. The site also features a navigable mosaic that allows consumers and athletes to search for messages left for a specific athlete or sport. Culminating at the Games, Team USA athletes will be able to interact with the Virtual Stadium in person through motion-sensing technology. Consumers and athletes can access the Virtual Stadium via Facebook (Facebook.com/Duracell) and a free mobile application. Consumers can also participate via Twitter by using the hashtag #GivePower and letting @Duracell know who they are supporting.

Duracell Power Athletes
The Duracell roster of athletes will bolster the “Rely on Copper to Go for the Gold” program through their support at events, social media activations and ongoing fan engagement.

“Training for the Olympic Games is an incredibly grueling process, and hearing, seeing and reading fans’ messages of support remind us that we represent the red, white and blue. That makes us train harder, try harder and compete with a winning edge,” said Summer Sanders. “Please join me in supporting the athletes by heading to the Duracell Virtual Stadium to cheer on Team USA.”

• Dwight Howard: Arguably one of the most dominant and charismatic forces in professional basketball, Howard is teaming with Duracell on his path to the Olympic Games. Howard has an arsenal of accolades for his powerful game including an Olympic Games Gold medal, four All-NBA First Team selections, six NBA All-Star appearances and three consecutive NBA Defensive Player of the Year awards.

• Summer Sanders: An Olympic Games Gold medalist and mother, Sanders will serve as the brand’s Copper Correspondent for the duration of the program, rallying fans behind Team USA and providing insight and regular updates as the Duracell athletes train for the gold. Sanders understands firsthand the power of fan support to motivate and inspire, as it helped lead her to the 1992 Olympic Games in Barcelona where she emerged as the most decorated U.S. swimmer, winning four medals – two gold, a silver and a bronze.

• Hunter Kemper: A highly-decorated triathlete and father, Kemper recently experienced the strength of fan support as he persevered through injury to now be training for his fourth Olympic Games. Kemper has twice been named the United States Olympic Committee’s (USOC) Triathlete of the Year, and in 2005 was named the USOC Male Sportsman of the Year.

• Mark and Diana Lopez: The youngest members of the “first family of Taekwondo,” the Lopez siblings know the importance of support from those around them. Since a young age, they have trained at their family’s facility in Houston and competed at the national and global level. In 2008, their family made Olympic Games history by becoming the first to have three siblings competing on the same U.S. Olympic Team since 1904. Both Mark and Diana hold a world championship title, and a silver and bronze Olympic Games medal, respectively.
 
To learn more about Duracell’s “Rely on Copper to Go for the Gold” program and to support Team USA, visit Duracell’s Facebook page (Facebook.com/Duracell) .

Proud Sponsor of Mom
Duracell’s “Rely on Copper to Go for the Gold” program is a part of P&G’s larger sponsorship of the Olympic Games. As part of its “Thank You, Mom” campaign for the London 2012 Olympic Games, P&G is taking the time to thank one of the most powerful people in an athlete’s life – Mom. Whether getting them started in the sport, being in the stands, or offering a shoulder for tears of victory or defeat, a mom powers her children, and for that P&G is saying “Thank you, Mom.”

In support of Moms and the “Thank You, Mom” campaign, Summer Sanders and other Olympians are taking the time to recognize these important women. Defining her as her largest source of inspiration, Summer said, “I am very confident in saying I could not have won my gold medal without her unwavering love and support. Thank you, Mom!”

To learn more about the “Thank You, Mom” campaign, go to http://www.facebook.com/thankyoumom.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit www.duracell.com for more information, follow us on Twitter.com/Duracell, and like us on Facebook.com/Duracell.

About Procter & Gamble

P&G touches and improves the lives of about 4.4 billion people around the world with its portfolio of trusted, quality brands.  The Company's leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®.  With operations in about 80 countries, P&G brands are available in more than 180 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Tide’s Mobile Laundry Program Helps People Affected by Flooding in Tennessee

Cincinnati, OH (May 14th, 2010) – P&G’s Tide Loads of Hope arrived in Nashville, Tennessee on May 12th as the area recovered from floods brought on by record rains, which nearly doubled the previous record set in the wake of Hurricane Frederick in 1979.

Hosted by Dollar General, the Tide Loads of Hope mobile laundry program is providing free laundry services to relief workers and residents of Tennessee who are in need of resources and support following the damage caused by the flooding. In an effort to provide additional assistance to families affected in the Western Tennessee area, Loads of Hope will also provide free laundry services at local laundromats in the Dyersburg and Clarksville areas.

Over the past several weeks, families in western and mid Tennessee have been working hard, with the help of countless relief personnel, to rebuild their homes and repair the city’s infrastructure and local landmarks. Tide Loads of Hope is looking to provide comfort during this challenging time by washing free loads of laundry for families affected by the floods. The Tide Loads of Hope mobile laundry truck will be stationed at the Dollar General store at 2403 Lebanon Pike in Nashville, TN until May 25th. Consumers will be also able to drop off and pick up laundry at the Hilldale Super Laundromat at 1788 Madison Street in Clarksville and at the Laundry Basket at 116 South King Avenue in Dyersburg until May 19th.

Additional Procter & Gamble brands generously donated to the Loads of Hope truck in Nashville as well. Duracell provided the generator used to keep the truck operational throughout the wash days, and will be handing out batteries and flashlights to consumers in order to help with their recovery efforts. COVERGIRL made a significant donation enabling the truck to continue washing clothes for an extra week.

“Since we launched Tide Loads of Hope, we’ve been inspired by the resilience and spirit of the communities we’ve touched and we continue our promise to bring back one of the comforts of home to those in need,” says Suzanne Watson, Tide Associate Marketing Director. “Before we even announced that we were going to send the truck to Nashville, we received numerous requests on our website and Facebook page from area residents who had lost everything. We’re glad we are able to provide affected families with access to some of these basic needs.”

For the past five years, Tide Loads of Hope has provided free laundry services to families and relief workers in the wake of major disasters, including Hurricanes Katrina, Gustav and Ike, California wildfires, floods in Fargo, ND, Austell, GA, and Louisville, KY and most recently the floods in Nashville, TN.

The Tide Loads of Hope program features a truck outfitted with 32 energy-efficient Frigidaire® Affinity™ washers and dryers that can do 300 wash and dry cycles a day (the average American family does 392 loads per year). Relief workers, first responders and individuals in areas affected are able to drop off their laundry to be washed, dried and folded by the Tide Loads of Hope team, free of charge. To date, Tide has washed over 30,000 loads of laundry for more than 20,000 families.

For more information on Tide Loads of Hope or to purchase a Tide Loads of Hope t-shirt, the profits of which benefit families affected by natural disaster, please visit www.tideloadsofhope.com. You can also follow Tide Loads of Hope on Twitter at http://twitter.com/TideLoadsOfHope or become a fan on Facebook at http://www.facebook.com/Tide.

About Tide®

For over 60 years, Tide® has been caring for the clothes of American families and helping to provide the everyday miracle of clean clothing. To meet consumers' diverse laundry needs, Tide offers its cleaning in a variety of products including Tide Total Care, Tide with Febreze Freshness, Tide Coldwater, Tide with a Touch of Downy, Tide with Bleach Alternative, Tide Stain Release, Tide High Efficiency and 2X Ultra Tide Liquid. For consumers' on-the-go stain removal needs, Tide to Go helps remove fresh food and drink stains on the spot. Visit www.tide.com for helpful product information, practical tips on laundry care, special offers and promotions and more.

About Procter & Gamble

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Media Contacts:

Christina Saunders
Procter & Gamble/Tide
Office: 513.983.7987
saunders.c.2@pg.com

Ellen Kane
DeVries Public Relations
Office: 212-891-0486; Cell: 704.649.2592
ekane@devries-pr.com

BETHEL, Conn., (Jan. 6, 2010) – Fresh off powering the 2-0-1-0 numerals in Times Square on New Year’s Eve with human-generated power, Duracell continues to affirm the brand’s dedication to the new generation of power by unveiling its newest commercial as part of its “Smart Power” initiative. The 30-second television spot highlights Iowa Lakes Community College in Estherville, Iowa, and its nationally-recognized wind program, where tomorrow’s wind power technicians are trained to build and service the structures that will power the future while using Duracell rechargeable batteries. This spot will be the first to feature Duracell rechargeable batteries.

As America’s premier program to train new wind turbine technicians, Iowa Lakes Community College is transforming the farm-country landscape into fields of wind turbines that harness wind power as a renewable energy resource. The new Duracell Trusted Everyone spot shows the important role Duracell rechargeable batteries play in training students and keeping the wind turbines running at peak performance. The inspiring images bring to life how a dedicated new workforce, simple breeze and trusted battery can come together to help power the future.

“Iowa Lakes Community College is providing students with training and an education in a sector that is only beginning to be recognized as the frontier of power. As a company that is dedicated to providing the right kind of power whenever and wherever people need it, Duracell is proud to be a trusted partner with Iowa Lakes,” said Rick June, Duracell vice president and general manager, North America. “With a greater emphasis on corporate responsibility, Duracell through its Smart Power initiative is committed to fostering partnerships like this one and providing power to consumers in new and innovative ways.”

“Our college is proud of the education we are providing Americans from California to Vermont. Alternative forms of power are the future,” said Valerie Newhouse, president of Iowa Lakes Community College. “Access to power anytime, anywhere is what people will come to expect and Duracell’s commitment to providing products that give people that freedom makes them a natural partner for our college.”

The TV spot marks the eighteenth commercial for the seven-year old “Trusted Everywhere” campaign, and will air on network and cable programs nationwide. The spot is the first for the brand as part of its Smart Power initiative, which expands the brand’s product portfolio beyond the traditional battery to address the ever-growing and ever-changing power needs of the modern consumer.

For more information, visit www.duracell.com/smartpower. To download the spot, visit www.duracellmediacenter.com.

About Duracell Smart Power

Duracell Smart Power and its range of personal power solutions continue the company’s focus on reliability, performance and technological innovation, but now deliver added power efficiency that gives consumers the freedom to live beyond the grid. More than 10 new products mark the start of Duracell Smart Power, ranging from myGrid™ to on-the-go compact power chargers, new rechargeable battery chargers and patented LED technology for flashlights.

About Duracell

Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering the needs of people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world’s leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.