NEW YORK -- A new alkaline battery, claiming to last 50% longer than anything now on the market and retailing at 20% more than traditional AA and AAA batteries, will be launched by Duracell, it was announced during a press conference here last week.
lash cameras, camcorders, MiniDisc players, handheld televisions, radio-controlled toys, halogen flashlights, palmtop computers and personal digital assistants.
Such high-tech devices currently account for 18% of the total AA- and AAA-size battery consumption. That figure is projected to increase to 28% by the year 2002, according to Duracell. The performance advantage in Duracell Ultra is experienced in longer run times and improved performance, it was said. With cellular telephones, for example, consumers can talk up to 100 more minutes or make 50 more two-minute calls. Flash cameras powered by Ultra will snap 150 more pictures and reduce flash recycling time.
The new brand complements Duracell's current line of alkaline batteries. It will feature PowerCheck, the on-battery fuel gauge tester, which has been recalibrated for use in high-tech devices. Packaging graphics have high-tech device icons so consumers can easily identify Ultra and differentiate it from general-purpose batteries.
The product launch will be supported by more than $60 million in advertising and promotion, scheduled to run in late spring, according to Duracell. Point-of-sale material and product display racks will include educational material to help consumers make the right choice to meet their portable-device power needs.