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A pair of Duracell AAA batteries.
Duracell is a leading brand of batteries and flashlights. The brand's mascot outside North America is the Duracell Bunny. Duracell is also a rival to Energizer.
Duracell manufactures alkaline batteries in many common sizes, such as AAA, AA, C, D, and 9V. Lesser known sizes such as AAAA (primarily for pagers, penlights and blood glucose meters) and J size batteries (for hospital devices) are also manufactured along with a range of "button" batteries using Zinc-air chemistry, used in calculators, hearing aids and other small (mostly medical related) devices.
Duracell also manufactures specialty batteries, including NiMH rechargeable batteries and batteries for cameras, watches, hearing aids, etc. Their two main battery brands are "Coppertop", marketed as longer-lasting, and "Ultra", directed mainly at users of digital devices and devices that need more power. The Coppertop and Ultra brands of batteries use the alkaline-manganese dioxide chemistry. Duracell also has a line of lithium chemistry batteries and products, now manufactured outside of the U.S.
In recent years, Duracell innovations expanded to include new battery designs with their prismatic batteries, which are prismatic in shape rather than cylindrical. Prismatic cells were made available in both alkaline and lithium designs. In 2006, Duracell introduced "Power PixTM" batteries with metal hydroxy technology, designed to supply longer life in digital cameras and other high drain devices by up to twice the number of photos typically achievable with alkaline batteries.
Duracell batteries are also bulk packaged for end users under the brand name Procell.
Duracell introduced many battery formats, including AAA (R03) in the 1950s and AA (R6 Penlight) in 1960. It merged with Gillette in 1996, and became part of Procter & Gamble when P&G acquired Gillette in 2005. Duracell's main competitor is the Energizer battery brand. Duracell continues to have manufacturing facilities in the U.S. (primarily in the southeast) and in Asia and Europe. Duracell's global headquarters is located in Bethel, Connecticut, about an hour from New York City.
Duracell came to be via the partnership of scientist Samuel Ruben and businessman P.R. Mallory, who met in the 1920s. The P.R. Mallory Company produced mercury cells for military equipment use, trumping the Zn-air battery technology then used in virtually all applications. In the late 1970s, when the company's concerns for the now known effects of mercury took hold, mercury quickly became an obsolete ingredient in all their manufacturing processes. Alkaline technology quickly rose to take its place.
In the 1950s when Kodak introduced cameras with integral flash, the design called for a new cell size and the AAA was born.
In 1964 the term "Duracell" as a brand was formally introduced. The name is a portmanteau for "durable cell".
In popular culture
- In the video game Pikmin 2 for the Nintendo GameCube, a Duracell battery appears as the very first collectable item. Another smaller Proton AA is found very later on.
- A Duracell battery appears in The Matrix, when Morpheus uses one to explain to Neo that humans are being used as a power supply. The term "copper top" is used as a somewhat derogatory reference to humans plugged into the Matrix, referencing the appearance of the Duracell battery.
- Because of their distinctive colour, Duracell is a term for a person with ginger hair.
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Categories: Consumer battery manufacturers | Procter & Gamble brands | Company portmanteaus