About DURACELL

How We Started 

Duracell's story began in the early 1920s with Samuel Ruben, an inventive scientist, and a manufacturer of tungsten filament wire named Philip Rogers Mallory. Samuel Ruben came to the P.R. Mallory Company looking for a piece of equipment he needed for experimenting. Here Ruben and Mallory saw an opportunity of uniting Ruben's inventive genius with Mallory's manufacturing muscle. Their partnership was the bedrock of Duracell International. 

Continued Innovation 

The brand's first alkaline batteries are marketed under the Mallory brand name. These new generation batteries were specifically designed for and supplied to Kodak for its energy-hungry Instamatic camera with built-in flash. In 1965, the Duracell brand name was introduced and pushed for consumer-driven products and programs. They begin directly supplying batteries to Agfa, Kodak, and Polaroid, for portable consumer devices such as tape recorders and walkie-talkies. In 1969, Duracell became a part of the Apollo 11 mission by sending the first battery on the moon.

Global Presence

In 1971, Duracell introduced its iconic copper and black colors, which symbolize its battery formula's strength, conductivity, and superiority. The brand's batteries are the first to advertise on TV and quickly become part of the everyday household vernacular. In 1973, Fitzgerald and Sample created the memorable 'Drumming Bunny' TV advertisement in advertising agency Dancer. Ever since the bunny has symbolized Duracell's superior battery longevity compared to ordinary batteries. Over the years, the playful Bunny character has evolved from a simple toy into a well-loved brand icon which adds warmth and personality to the Duracell brand.

Duracell's Ambition

The brand's ambition is to be the first choice for powering devices most relevant to the consumer. On average, Duracell sells 63 products every second around the world, and more and more devices are being launched that require battery power.