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Duracell Unveils
New Battery With Gauge Showing Power Levels

Duracell® Ultra Advanced with POWERCHECK™ Allows for Efficient Battery Usage, Power You Can See

Procter & Gamble Press Release - 11/05/2009

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Duracell® Ultra Advanced with POWERCHECK™

Duracell® Ultra Advanced with POWERCHECK™.
(PRNewsFoto/Procter & Gamble)

BETHEL, Ct. - 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

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 for more information.

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

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