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New Duracell Ads Introduce
Pre-Charged Rechargable Batteries

Procter & Gamble Press Release - 10/04/2007

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First 'Trusted Everywhere' commercial featuring Duracell Rechargeables

Duracell Pre-charged Rechargeable Batteries

Duracell Pre-charged Rechargeable Batteries

BETHEL, Ct. - Duracell this week unveiled television and print ads introducing its new Pre-Charged Rechargeables, which are designed to make rechargeable batteries even more convenient for high-tech device users. The new ads are the first in the "Trusted Everywhere" campaign, now in its sixth successful year, to feature Duracell's rechargeable products.

A new 30-second television spot, entitled "Wedding/Apollo," emphasizes the importance of Duracell batteries to crews aboard the space shuttle when operating IMAX cameras. Breathtaking images from 240 miles above the earth are juxtaposed against a young girl taking digital pictures of a bride and groom at a beautiful garden wedding. The commercial underscores that, whether capturing precious memories of a special day or critical images of the earth below, every moment counts - and everything that's important to consumers should be powered by Duracell batteries.

Print ads, which will appear in October issues of consumer monthly and weekly magazines, will focus on the distinctive benefits of Duracell Pre- Charged Rechargeable nickel metal hydride (NiMH) cells over competitive disposable lithium products. In a side-by-side comparison, Duracell Pre- Charged Rechargeables are shown to hold a charge for up to a year and to be capable of recharging hundreds of times in as little as 15 minutes. This translates into up to 5,000 pictures over the life of two batteries, compared to disposable lithium batteries which deliver up to 600 pictures over the life of two batteries and must be discarded and replaced once they are used up.

"We know that consumers have been frustrated by some properties of traditional rechargeable batteries," said Lynn Mepham, director of global marketing, Duracell. "With our Pre-Charged Rechargeable batteries, we've truly reinvented the rechargeable experience. Not only do our advanced rechargeable batteries come fully charged and ready-to-use out of the pack, they retain power for up to a year, unlike traditional rechargeable batteries which lose a small percentage of power every day -- whether used in a device or not. Ultimately, our new Pre-Charged Rechargeable batteries are a strong power option and a great value proposition for consumers."

The new television commercial marks the fourteenth in the "Trusted Everywhere" campaign. In addition to advertising, the Duracell Pre-Charged Rechargeables launch will be supported by an interactive Web site that educates consumers on the new Pre-Charged battery technology and highlights Duracell's rechargeable product line. The new site will launch the first week of October.

Duracell Pre-Charged Rechargeable batteries can be recharged hundreds of times in any NiMH battery charger and can deliver hours of music and thousands of digital photos. Designed specifically for use in high-drain gadgets including digital cameras, portable gaming devices and MP3 players, Duracell Pre-Charged Rechargeable batteries eliminate the need to charge cells before using them for the first time. In addition, these new batteries stay charged longer and have to be recharged less often, packing more power for consumers' favorite gadgets.

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 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 for the latest news and in-depth information about P&G and its brands.

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