Duracell eyes child safety

Chain Drug Review, Nov 10, 2008

BETHEL, Conn. -- Duracell has aired a new commercial that promotes its "trusted everywhere" image. The television spots introduce a Duracell-powered device that helps parents protect and locate children.

In July Duracell (a Procter & Gamble Co. brand) partnered with BrickHouse Security and its Child Locator tracking device. They sponsored a commercial that opens with a mother and son arriving at a park, and the woman panics a short time later when she can't find him.

After emptying her purse, she finds the BrickHouse Child Locator and its long-distance alert. The lightweight unit can be attached to such spots as a child's shoelace and, after being activated, emits a series of loud beeps to help parents to find their children quickly. If a child ventures beyond a user-defined range, an alarm will sound on a portable base unit carried by the parent. Within seconds the parent locates her son.

The message underscores the importance of using a reliable source of power for electronic devices. "Our television spot drives home Duracell's commitment to child safety," says Rick June, vice president and general manager at Duracell.

The Justice Department estimates that more than 2,000 children may be reported missing in a single day, June notes. "We are proud to provide the trusted power of Duracell batteries to the BrickHouse Child Locator to help parents keep their children safe," he adds.

The TV spot is the 16th commercial for the six-year-old "trusted everywhere" campaign. As part of its child safety effort, Duracell is providing families with information from the National Center for Missing and Exploited Children (another one of the company's partners) on the brand's web site.