New Alkaline and Lithium Primary Prismatic Batteries Provide Dependable Power in Emerging Smaller, Thinner Digital Cameras and Digital Audio Devices

BETHEL, Conn.--(BUSINESS WIRE)--Feb. 27, 2003-- Duracell today introduced its latest innovation in portable power with the announcement of DURACELL® PRISMATICS(TM), a new line of primary prismatic batteries for emerging digital cameras and portable digital audio devices, two of the fastest growing device categories.

The new prismatic batteries are revolutionary in their sleek, flat design, which enables device manufacturers to design thinner, more portable devices that run on convenient, "always ready" power that does not require recharging.

DURACELL CP1 is the first high-power lithium primary prismatic battery designed specifically for emerging compact digital cameras, which continue to become thinner and smaller in response to consumer demand. DURACELL LP1 is the first-ever alkaline primary prismatic battery designed to power digital audio devices, including MP3 players and portable CD players. Both products offer consumers the same dependable, long-lasting performance they expect from DURACELL alkaline and lithium batteries in a new, thin form factor.

The new batteries, which complement the current line of DURACELL and DURACELL ULTRA alkaline and high-power lithium batteries, will be available later this year in North America, Europe and Asia.

"Duracell consulted with leading device manufacturers in two of the fastest growing device categories to envision the world beyond round cells," said Mark Bertolami, vice president of business development and strategy, Duracell. "In the digital camera and digital audio device categories, consumers believe that, 'thin is in.' New DURACELL PRISMATICS are an innovation that meets an essential consumer need for increasing portability and convenience."

Consumer Benefits

DURACELL PRISMATICS offer consumers enhanced portability and convenience, important attributes to consumers in digital camera and digital audio devices, by providing "always ready" portable power. With the DURACELL CP1 prismatic battery, consumers do not have to worry whether they remembered to charge the battery in their digital camera when a special photo opportunity arises. "On the go" consumers can listen to digitally stored music using a DURACELL LP1 prismatic battery without needing to carry AC power cords and chargers. Consumers will be able to conveniently purchase replacement DURACELL PRISMATICS at retail stores. The new batteries, made to the same high quality standards as all DURACELL batteries, provide consumers with long-lasting, premium-quality power they can trust.

Device Manufacturer and Retailer Benefits

With the launch of DURACELL PRISMATICS, device manufacturers can design newer, thinner digital cameras and digital audio devices that run on primary power. The batteries offer device manufacturers a lower cost alternative to rechargeable batteries for their devices 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 PRISMATICS are designed to be compatible with standard-sized rechargeable batteries, making it easy to design in power system interchangeability. This interchangeability provides consumers with the option of choosing either primary or rechargeable batteries when they use the device.

The retail trade will benefit from ongoing battery sales as consumers replace their DURACELL PRISMATICS batteries over time.

Retail Availability

DURACELL PRISMATICS will be available in the battery section of leading retail stores in North America, Europe and Asia later in 2003.

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.