New Duracell batteries tout 10-year guarantee

BETHEL, Conn. — Duracell is launching new Duralock with Power Preserve technology batteries this summer.

Calling it one of the biggest product innovations in its portfolio, Duracell said the new batteries are designed to stay powered for up to 10 years of storage (depending on battery type). The entire portfolio of Duracell batteries — including Ultra, CopperTop, rechargeable, hearing aid and coin button cells — will carry a Duralock Power Preserve guarantee. The launch will be supported by Duracell's largest marketing campaign in the brand's history, including in-store displays, television and print advertising and public relations.

"We know that consumers typically don’t spend a large amount of time thinking about batteries," Duracell North America general manager Volker Kuhn said. "But with the demand for more battery power on the rise due to the large amount of battery-operated devices on the market, it’s important that Duracell is recognized as a power solution they can trust. Whether a child’s toy runs out of juice, a natural disaster occurs and a flashlight needs to work, or you’re just looking to kick back and relax with a handheld gadget, Duralock’s up to 10-year guarantee means that you will always have access to power when you need it — even if your batteries have been in storage for years."