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Duracell batteries - Powering portable electronics for over 40 years

Since the early 1970’s the copper top and black Duracell battery has been a staple household product, powering an ever increasing number of portable devices. The evolution of the Duracell battery, however, dates back to the 1920’s when scientist Samuel Ruben and industrial manufacturer Philip Rogers Mallory came together for an unrelated project and decided to combine their relative skill sets. During World War II Ruben devised the Mercury Cell, a far superior battery than the existing zinc batteries of the time, and one which could be transported to the far flung corners of the globe. Shortly after the war ended the Mallory Battery Company was formed and together Ruben and Mallory would continue to transform battery technology until Mallorys’ death in 1975. Innovations continued in the 1950’s with the introduction of the smaller, but more powerful, AAA alkaline manganese battery as a direct response to the increased demand for cameras and the battery powered high energy flashes of the day. The company continued to grow, even licensing their technology to others as they lacked a distribution network. In the early part of the 1970’s the now familiar Duracell livery of copper and black was born along with a new advertising icon; the Duracell Bunny.

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Duracell batteries continue to be at the cutting edge of battery technology providing the user greater convenience and longer battery life.

Duracell® Duralock Power Preserve™ Technology

Incorporated into the Duracell Ultra, Duracell Plus and Duracell Rechargeable ranges, the Duralock ring guarantees that your battery will be fully charged for 10 years, while in storage, after its manufacture and ready to power your appliances.

Duracell Duralock

Duracell® Ion Core™ Technology

This Rechargeable Battery technology will hold more charge than previous rechargeable batteries and will remain chargeable for a guaranteed 5 years. The Slow Discharge Technology of the rechargeable battery core will also allow the battery to hold a charge for almost a full year. Over its life a Duracell Rechargeable can be charged 400 times and take up to 70,000 photos.

Duracell Ion Core