Duracell Smart Power Campaign Charges Into New Year With Spotlight on Powering the Future with Iowa Lakes Community College

Jan 06, 2010, 10:00 ET from Procter & Gamble

BETHEL, Conn., Jan. 6, 2010 /PRNewswire/ -- Fresh off powering the 2-0-1-0 numerals in Times Square on New Year's Eve with human-generated power, Duracell continues to affirm the brand's dedication to the new generation of power by unveiling its newest commercial as part of its "Smart Power" initiative. The 30-second television spot highlights Iowa Lakes Community College in Estherville, Iowa, and its nationally-recognized wind program, where tomorrow's wind power technicians are trained to build and service the structures that will power the future while using Duracell rechargeable batteries. This spot will be the first to feature Duracell rechargeable batteries.

As America's premier program to train new wind turbine technicians, Iowa Lakes Community College is transforming the farm-country landscape into fields of wind turbines that harness wind power as a renewable energy resource. The new Duracell Trusted Everyone spot shows the important role Duracell rechargeable batteries play in training students and keeping the wind turbines running at peak performance. The inspiring images bring to life how a dedicated new workforce, simple breeze and trusted battery can come together to help power the future.

"Iowa Lakes Community College is providing students with training and an education in a sector that is only beginning to be recognized as the frontier of power. As a company that is dedicated to providing the right kind of power whenever and wherever people need it, Duracell is proud to be a trusted partner with Iowa Lakes," said Rick June, Duracell vice president and general manager, North America. "With a greater emphasis on corporate responsibility, Duracell through its Smart Power initiative is committed to fostering partnerships like this one and providing power to consumers in new and innovative ways."

"Our college is proud of the education we are providing Americans from California to Vermont. Alternative forms of power are the future," said Valerie Newhouse, president of Iowa Lakes Community College. "Access to power anytime, anywhere is what people will come to expect and Duracell's commitment to providing products that give people that freedom makes them a natural partner for our college."

The TV spot marks the eighteenth commercial for the seven-year old "Trusted Everywhere" campaign, and will air on network and cable programs nationwide. The spot is the first for the brand as part of its Smart Power initiative, which expands the brand's product portfolio beyond the traditional battery to address the ever-growing and ever-changing power needs of the modern consumer.

For more information, visit www.duracell.com/smartpower. To download the spot, visit www.duracellmediacenter.com.

About Duracell Smart Power

Duracell Smart Power and its range of personal power solutions continue the company's focus on reliability, performance and technological innovation, but now deliver added power efficiency that gives consumers the freedom to live beyond the grid. More than 10 new products mark the start of Duracell Smart Power, ranging from myGrid(TM) to on-the-go compact power chargers, new rechargeable battery chargers and patented LED technology for flashlights.

About Duracell

Part of the Procter & Gamble Company [NYSE: PG], Duracell has been powering the needs of people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world's leading manufacturer of high-performance alkaline batteries, Duracell also innovates in disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit www.duracell.com for more information.

About Procter & Gamble (NYSE: PG)

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

SOURCE Procter & Gamble