The Story of Duracell Batteries


Duracell has become somewhat of a household name over the years, becoming a well-recognised battery brand in multiple countries. Alongside the likes of Energizer and Panasonic, Duracell batteries have become iconic when it comes to leading battery manufacturers.

On average, 63 Duracell products are sold every second worldwide, with the company showing no signs of slowing down over the decades. With a great success through innovation and development, Duracell set out on a quest to become the first choice in powering devices. With global headquarters in the USA, EIMEA (Europe, India, Middle East & Africa) and Asia, Duracell is certainly a company that has progressed impressively over the years. So, what made the brand into what we see today?

History of success

In the early 1920s, a scientist called Samuel Ruben and a manufacturer named Philip Rogers Mallory came together in a successful meeting. Mallory was a manufacturer of tungsten filament wire, and Ruben visited the PR Mallory Company seeking equipment he needed.

Through this meeting, there was an opening for inventive genius and manufacturing muscle to come together in a long-lasting partnership. The only thing that broke the partnership was Mallory’s death in 1975. This was the very beginning of Duracell as a company.

The alkaline batteries created under the partnership were first marketed under Mallory’s brand name, specifically designed for Kodak’s Instamatic camera flash. It wasn’t until 1965 that the Duracell name was introduced, with some stories claiming the name came from a blend of ‘durable cell’.

In 1969, Duracell put the first battery on the moon as part of the Apollo 11 mission. This paved way for Duracell to become an icon within its industry.

Building the brand

Through the 1970s, the Duracell brand began to find its feet and the iconic copper and black colour scheme was released. It was the first battery brand to be advertised on TV, with the catchy slogan of “No other battery looks like it. No other battery lasts like it.” 1973 saw the creation of the Duracell Bunny, which has symbolised the longevity of Duracell batteries ever since.

In 1978, Duracell was bought by Dart Industries which merged with Kraft in 1980. By 1988 the company had been bought again and was set up as its own private entity. Gillette bought Duracell in 1996 for $7 billion, where ownership was given to Procter & Gamble in 2005 when they purchased Gillette.

The latest move comes from Berkshire Hathaway, who acquired Duracell from P&G in 2016. Berkshire Hathaway is headed up by American businessman Warren Buffet.

Looking to the future

Duracell has introduced a huge range of power solutions and other related products, and now has a continued focus on sustainable growth and creating long term value. Coming up with ways to reduce waste and get the most out of their batteries, Duracell carry out rigorous testing and inspection of performance.

Duracell have achieved many firsts in the battery industry, including having the first alkaline AA and AAA batteries, as well as the first hearing aid cell button. With an innovative reputation that precedes them, it seems their story is only just beginning in the modern era.


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