Duracell Introduces First-Ever Alkaline Prismatic Battery for Portable Digital Audio Devices

Business Wire, March 17, 2003

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BETHEL, Conn.--(BUSINESS WIRE)--March 17, 2003

Breakthrough Design Provides "Always Ready" Power

in Flat Form Factor

Duracell today debuted DURACELL(R) LP1, the first-ever alkaline prismatic battery designed specifically for portable digital audio devices.

With a flat profile, DURACELL LP1 meets the size requirements of today's ever thinner audio devices, while providing device manufacturers and consumers with an "always ready," premium-quality power solution that requires no chargers or recharging.

Emerging digital audio devices, including MP3 players and portable CD and MiniDisc players, continue to decrease in size while increasing in functionality. Measuring only 6.1 millimeters thick, DURACELL LP1 provides device manufacturers with a slim alkaline battery with long-lasting, dependable performance to design into these smaller and thinner audio devices.

The new DURACELL LP1 battery for audio devices complements the current line of DURACELL and DURACELL ULTRA batteries and will be available later this year in North America, Europe and Asia.

"DURACELL LP1 provides device manufacturers and consumers with the premium quality and long-lasting performance historically associated with the DURACELL brand in a new, thin form factor," said Mark Bertolami, vice president of business development and strategy, Duracell. "As digital audio technology continues to progress, Duracell will innovate with new portable power solutions."

A Convenient, Trusted Power Source for Consumers

DURACELL LP1 prismatic alkaline batteries deliver strong consumer benefits in portable digital audio devices. Unlike rechargeable batteries that lose power even when they are not being used, DURACELL LP1 provides consumers with "always ready" portable power for audio enjoyment anytime and anywhere. The batteries do not require a charger or recharging. Consumers will be able to conveniently replace DURACELL LP1 batteries at retail stores. The new prismatic batteries are made to the same high-quality standards as all DURACELL batteries, providing consumers with long-lasting, premium-quality power they can trust.

Device Manufacturer and Retailer Benefits

With the launch of DURACELL LP1 alkaline prismatic batteries, device manufacturers can design slim digital audio devices that run on primary power. DURACELL LP1 offers device manufacturers a lower cost alternative to secondary batteries for their device design and an opportunity to further segment their product line based on power solutions. For device manufacturers that wish to offer devices with interchangeable (i.e., primary and secondary) power solutions, DURACELL LP1 provides a high-quality, primary battery option. The retail trade will benefit from ongoing battery sales as consumers replace their DURACELL LP1 batteries over time.

Currently, over 200 digital audio devices can be powered by DURACELL LP1 batteries.

Retail Availability

DURACELL LP1 alkaline prismatic batteries will be packaged in blister cards containing two batteries. The product will be available later in 2003 in North America, Europe and Asia at leading retail stores.

About Duracell

Part of the Boston-based Gillette Company, Duracell is the world's leading manufacturer and marketer of high-performance alkaline batteries. Duracell also sells primary lithium and zinc air batteries, as well as rechargeable nickel-metal hydride batteries. Gillette is the world leader in male grooming, a category that includes blades, razors and shaving preparations. The Company also holds the number one position worldwide in sales of selected female grooming products, such as wet shaving products and hair epilation devices. In addition, Gillette is the global market leader in manual and power toothbrushes.

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