Duracell - one of the most famous brands of alkaline batteries in the world, owned by the corporation Procter & Gamble. Also under this brand are several other types of batteries of all different sizes and capacities, as well as a line of flashlights. The brand Duracell is known for the long life of its batteries, in fact, it's the batteries that come to mind when we think of batteries that can last as long as possible. This perception is due to a targeted advertising campaign, the quality of the batteries themselves and, of course, the right brand strategy.
The creator of the famous batteries was the scientist-inventor Samuel Ruben, who was engaged in developments in the field of portable batteries. He and entrepreneur Philip Rogers Mallory joined forces and continued Ruben's research at Mallory's facilities, a firm called P.R. Mallory Company and was founded in 1935.
The company's success was brought, in a sense, by World War II, which caused a strong need for a fundamentally new type of battery; salt batteries were not meeting the needs of the American military and Reuben's invention of the mercury battery, more compact, high capacity, and able to withstand high temperatures, generated a demand for millions of units. After the war the company changed its name to Mallory Battery Company.
The growth of technology, the emergence of new technical devices demanded from manufacturers more and more advanced batteries, which would not take up much space and at the same time would serve for the maximum amount of time. For example, a company fulfills the order of a company Eastman Kodak to create a new type of AAA batteries, which were used in the cameras with built-in flash that appeared on the market. But the company began selling these batteries to retail consumers much later, and at first the main market was other manufacturers. Its own sales were prompted by the rapidly growing demand for alkaline batteries, a market promising rapid expansion and enormous profits. In 1964 the brand DuracellDuracell, which soon becomes the world leader among "battery" brands. The word Duracell came from the merger of two words - durable cell, which can be roughly translated as "long-lasting cell". A little later, in the 70's was developed and recognizable design of batteries themselves - with the so-called copper top. A massive advertising campaign allowed Duracell It was not so easy to stand out from the competition, because by that time all manufacturers had reached a certain technical level and the batteries had almost the same technical characteristics.
A big role in the victory of batteries Duracell over the competition, of course, played their excellent quality, but also the fact that thanks to the skillful actions of the company's management, consumers have for many years associated with the image of batteries Duracell and the idea of long battery life. That is, if you want batteries that will last a very long time, take Duracell. And if consumers have decided something, it will not be so easy to change their minds, however, this is the problem of competitors Duracell.
Another successful publicity move was the fact that it was Duracell were the first to put an expiration date on batteries, since then, in 1978 almost all manufacturers followed suit. Following the demands of a market in need of batteries with increasing capacity, in 1998 the Duracell Ultra, a series of batteries with improved characteristics. But, of course, one of the main elements of the image Duracell - is their famous bunny. The Pink Easter Bunny Duracell appeared in the company's commercials in 1973. He is a symbol of the tirelessness and longevity of batteries Duracell. The rabbit is always doing... well, whatever it is doing, a long, very long time, and most importantly longer than other rabbits, with regular batteries.
The brand has changed owners several times: in 1978 P.R. Mallory was purchased Dart Industries and then changes its name to Duracell International Inc., two years later, the company is transitioning to Kraft Foods, Inc.After going through several more merger processes in 1996, the brand becomes the property of the company Gillettwhich, in turn, has been owned by the corporation since 2005 Procter & Gamble.