History

Since the foundation in the early 1940s, Duracell has become an iconic personal power brand, trusted for compact and longer-lasting batteries. And at the heart of it all is the Duracell Bunny.

OUR HISTORY

1920s Beginning Of Our Story

Our story begins in the early 1920s with an inventive scientist named Samuel Ruben and an eager manufacturer of tungsten filament wire named Philip Rogers Mallory. Ruben came to the P.R. Mallory Company seeking a piece of equipment he needed for an experiment. But Ruben and Mallory saw an opportunity: Uniting Ruben’s inventive genius with Mallory’s manufacturing muscle. Their partnership, which would last until Mallory's death in 1975, was the bedrock of Duracell International.

1960s Duracell First Battery On The Moon

Our first alkaline batteries are marketed under the Mallory brand name. These new generation batteries are specifically designed for and supplied to Kodak to help feed its energy hungry Instamatic camera with built-in flash. In 1965, the Duracell brand name is introduced along with a push for consumer-driven programs and products. Batteries are directly supplied to Agfa, Kodak and Polaroid, producers of a new generation of portable consumer devices such as tape recorders and walkie-talkies. In 1969, we are part of the Apollo 11 mission and becomes the first battery on the moon.

1970s Birth of the Icon

In 1971, we introduce our iconic copper & black colours which symbolise the conductivity, strength and superiority of its battery formula. Duracell batteries are the first batteries to advertise on TV, and quickly become part of everyday household vernacular, with the catchy advertising slogan: “No other battery looks like it. No other battery lasts like it.” In 1973, the Duracell Bunny is born. New York advertising agency Dancer, Fitzgerald and Sample create the memorable ‘Drumming Bunny’ TV advertisement. Ever since, our bunny has epitomised Duracell’s superior battery longevity compared to ordinary zinc carbon batteries. Over the years, the Bunny character has evolved from a simple toy into a playful and well-loved brand icon who adds warmth and personality to the Duracell brand.

2016 Permanent Home within Berkshire Hathaway

The Berkshire Hathaway Company acquires Duracell. Duracell finds its permanent home within Berkshire Hathaway. We will continue to focus on sustainable growth, industry-leading innovation and creating long term value for our customers and consumers to become the world’s undisputed #1 Personal Power Company.

2019 Bunny Talks

In 2019 our Duracell Bunny gets an exciting update; for the first time, a voice! We also launch a brand new campaign called Power On. With the new voice the Duracell Bunny is on a very special mission to motivate devices of the world to power on, so that you can power on for longer.

2020 Launch of Duracell Optimum, our next generation of power

Duracell Optimum is our most groundbreaking innovation yet. Duracell Optimum 1.5 volt AA and AAA batteries use a unique formula that helps to improve the performance of your devices. It lasts longer in some devices like your Xbox Wireless Controller, while it will make other devices, like your RC toy car go faster for better playtime, or your battery operated screwdriver rotate quicker to build your furniture in record time.
Get more out of your devices with Duracell Optimum

OUR VALUES

Our culture is built upon four core values which form the base of how we conduct our business.

Collaboration

Work as one team to deliver against the Company strategies
Ownership

Pursue high standards, urgency in action, obsessive curiosity and creative problem solving
Integrity

Always do what is right for the long-term health of the business and organisation
Trust

Drive results through transparent leadership of self and others

OUR POLICIES

Our policies serve as guidelines to help our colleagues dealing with customers, suppliers, and other stakeholders. They ensure Duracell is following all applicable laws and regulations.

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History

OUR HISTORY

1920s Beginning Of Our Story

1960s Duracell First Battery On The Moon

1970s Birth of the Icon

2016 Permanent Home within Berkshire Hathaway

2019 Bunny Talks

2020 Launch of Duracell Optimum, our next generation of power

OUR VALUES

OUR POLICIES

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