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Duracell Launches Virtual Museum of the Obvious

Duracell Press Release - 6/23/2008

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Duracell Rechargeable Batteries

Duracell Rechargeable Batteries

BETHEL, Ct. - As we are well into the 21st century, it is about time there is a museum dedicated to some of the most popular and frequently used everyday items -- inventions that rarely receive the recognition they deserve. That day has finally come. Today, the Museum of the Obvious (MOTO), brought to you by Duracell, will open its doors to the public via a unique online experience and series of online videos, located at

MOTO visitors will have the opportunity to roam the halls of a life-like virtual museum to learn more about some of the most-popular inventions of all-time, like the oven mitt, the football helmet, sliced bread and, of course, the rechargeable battery that Duracell brings to consumers already pre-charged for use directly out of the pack. To tell the story of each invention in a comedic and entertaining way, special wall plaques, reenactment videos and hi-tech animations are provided to generate a laugh from those who visit the museum.

We believe the Museum of the Obvious is an appealing, interactive way to engage our consumer in a format that has never been utilized before in this category, said Patrick Fellin, Duracell Pre-Charged Rechargeables brand manager. We are very proud of this site -- utilizing a viral digital marketing campaign is the perfect compliment to talking about the obvious advantage we have over competition with our pre-charged rechargeable batteries.

Site visitors can personalize their experience by creating their own MOTO statue and invention claim to fame, to leave their mark as an honorary member of the Obvious Society. They also can share their statue and nominate their friends for membership.

Additionally, the site will be supported through a series of grassroots pop-up museum displays in New York, Los Angeles, Miami and Houston across the country beginning in June. Pedestal displays will contain examples of the popular inventions highlighted at MOTO and will encourage consumers to interact with the brand by logging on to the museum Web site for more information.

Duracell Pre-Charged Rechargeable batteries can be recharged hundreds of times in any Duracell 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 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: (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

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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