Today, as part of The Gillette Company, Duracell is the world's leading manufacturer and marketer of high-performance alkaline batteries.
- P. R. Mallory was introducing a new battery to compete with the industry leader, Eveready, and needed a unique brand identity and program to launch its own high-quality product
- Created the name Duracell to express the battery’s major consumer benefit: its long life
- Developed a logotype and distinctive copper top packaging to communicate the product's hard-working, long-lasting benefits and to provide a dramatic point-of-sale marketing tool
- Developed the “Copper Top” tagline to reinforce the product distinctiveness