DieHard extends line to include alkaline batteries

HOFFMAN ESTATES, Ill. — An auto brand has unveiled a new line of batteries designed to power household devices.

DieHard has launched its full line of alkaline batteries that include AA, AAA, C, D, 9V and rechargeable batteries. The rollout is being supported by a new television campaign that is an updated version of the company's DieHard TV ad from the 1970s to underscore how the brand is celebrating 45 years as America's auto battery brand, but now will deliver power and superior performance through a full line of alkaline batteries for household devices.

"This new campaign clearly communicates that the quality of America's most trusted auto brand is now available in alkaline batteries," DieHard brand director George Kurkowski said. "This allows us to connect with our customers on a more frequent basis whenever they need power for their devices."

DieHard alkaline batteries will be sold at Kmart, among other retailers.