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Duracell is the world’s leading manufacturer of high performance alkaline batteries, specialty cells and rechargeables. Since its foundation in the early 1940’s, the company has become an iconic personal power brand, trusted for compact and longer-lasting batteries. Duracell is worlds number one consumer battery company by market share and, since the launch of the brand in 1965, it has grown to become a global consumer icon, known for its commitment to quality, reliability and innovation. On average 63 Duracell products are sold every second around the world and more and more device are being launched that require battery power. In the minds of consumers, the Duracell Bunny and the “Copper Top” labelling are synonymous with batteries. Duracell’s quest to innovate continues to today with product like the Duracell Optimum which is the best and most powerful alkaline battery across all devices. Significant investment in R&D ensures that Duracell products remain the most trusted for everything from the latest high performance smart toy and video game consoles, to portable power technologies rapidly charging smartphones


Duracell’s history begins in the early 1920’s with an inventive scientist named Samuel Ruben and an eager manufacturer of tungsten filament wire named Philip Rogers Mallory. Ruben came to the P.R. Mallory Company seeking a piece of equipment he needed for an experiment. But Ruben and Mallory saw an opportunity: Uniting Ruben’s inventive genius with Mallory’s manufacturing muscle. Their partnership, which would last until Mallory’s death in 1975, was the bedrock of Duracell International. The companies first alkaline batteries are marketed under the Mallory brand name. These new generation batteries are specifically designed for and supplied to Kodak to help feed its energy hungry Instamatic camera with built-in flash. In 1965, the Duracell brand name is introduced along with a push for consumer-driven programs and products. Batteries are directly supplied to Agfa, Kodak, and Polaroid, producers of a new generation of portable consumer devices such as tape recorders and walkie-talkies. In 1969, Duracell is part of the Apollo 11 mission and becomes the first battery on the moon.

In 1971, Duracell introduces its iconic copper & black colors which symbolize the conductivity, strength and superiority of its battery formula. Duracell batteries are the first batteries to advertise on TV, and quickly became part of everyday household vernacular, with the catchy advertising slogan “No other battery looks like it. No other battery lasts like it.” In 1973, The Birth of the Duracell Bunny. New York advertising agency Dancer, Fitzgerald and Sample created the memorable “Drumming Bunny” TV advertisement. Ever since, the bunny has epitomized Duracell’s superior battery longevity compared to ordinary zinc carbon batteries. Over the years, the Bunny character has evolved from a simple toy into a playful and well-loved brand icon who adds warmth and personality to the Duracell brand.

In 2016 Berkshire Hathaway Company acquires Duracell and it finds its permanent home with the company. Duracell will continue to focus on sustainable growth, industry-leading innovation and creating long term value for its customers and consumers to become the worlds undisputed #1 Personal Power Company.