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The following is an unedited press release, shown as received from the company represented. We've elected to present selected releases without editorial comment, as a way to provide our readers more information without further overtaxing our limited editorial resources. To avoid any possible confusion or conflict of interest, the Imaging Resource will always clearly distinguish between company-provided press releases and our own editorial views and content.

PRESS RELEASE: Duracell Launches First-Ever High-Power Lithium Primary Prismatic Battery Designed Specifically for Digital Cameras


BETHEL, Conn. -- March 1, 2003 -- New DURACELL(R) CP1 Provides "Always Ready" Power in a Thin Design for Emerging Digital Cameras

Duracell today unveiled its new DURACELL(R) CP1, the first-ever high-power lithium primary prismatic battery designed specifically for digital cameras. With its flat, rectangular shape, new DURACELL CP1 provides device manufacturers with a powerful new battery to design into the smaller, thinner digital cameras that consumers are demanding.

For consumers, DURACELL CP1 provides a premium-quality, "always ready" power source for digital cameras that requires no charger or recharging, helping to ensure that memorable events are captured every time.

As digital cameras become sleeker and thinner for increased portability and ease of use, they require new, thinner batteries to power them. DURACELL CP1 offers digital camera manufacturers and consumers the trusted, long-lasting performance that they have traditionally associated with the DURACELL brand in a form factor that is only 7 millimeters thick.

The DURACELL CP1 digital camera battery, which complements the current line of DURACELL ULTRA high-power lithium photo batteries, will be available later this year in North America, Europe and Asia.

"Duracell has combined our latest advances in battery technology, our understanding of emerging devices and our insights on what consumers want to introduce this breakthrough power solution for digital cameras," said Mark Bertolami, vice president of business development and strategy, Duracell. "DURACELL CP1 is an example of innovation that meets an essential consumer need for increasing portability and convenience."

Consumer Benefits

DURACELL CP1 prismatic batteries offer consumers a greater ability to control their digital photography experiences. By providing "always ready" power, DURACELL CP1 batteries assure that consumers will not miss recording an important occasion because they forgot to recharge their camera battery. Additionally, because DURACELL CP1 does not require recharging, consumers can travel anywhere without cumbersome AC power cords and chargers.

DURACELL CP1 batteries can be replaced conveniently at retail stores. Consumers can feel confident that DURACELL CP1 batteries are made to the same high quality standards they have come to trust from other DURACELL products.

Device Manufacturer and Retailer Benefits

Leading digital camera manufacturers worldwide are currently evaluating DURACELL CP1 for their next generation of digital cameras based on the benefits it offers. First, the new battery enables the design of thinner, more portable digital cameras in answer to consumers' desire for portability. Second, with DURACELL CP1, device manufacturers can design these thinner digital cameras around "always ready" portable power ideal for the spontaneity of photography. Third, cameras designed around the DURACELL CP1 form factor could be designed to accommodate a rechargeable battery of the same, thin shape, providing consumers the option of choosing a disposable battery for some occasions and a rechargeable battery for others. Fourth, DURACELL CP1 offers device manufacturers a lower cost alternative to secondary batteries for their device design and the ability to offer consumers new, feature-rich digital cameras at an attractive price. As a result, the new battery provides device manufacturers with an opportunity to further segment their product line based on power solutions.

The retail trade will benefit from opportunities to interact with their customers as they repurchase DURACELL CP1 batteries over time.

Retail Information

DURACELL CP1 high-power lithium prismatic batteries will be packaged in blister cards containing a single battery. The product will be available later in 2003 in North America, Europe and Asia in leading retail stores. Pricing will be within the range of the current DURACELL ULTRA high-power lithium photo battery line.

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.


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