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New Duracell Ultra with M3 Technology is now Available Duracell recently announced that its DURACELL® ULTRA with M3 Technology, the latest
generation of DURACELL ULTRA alkaline batteries and the third performance enhancement in as many years, is now
available in stores throughout North America. M3 Technology's patented and patent-pending advancements significantly
increase the already superior performance of DURACELL ULTRA in high-drain devices, making the most powerful alkaline
battery in the world even more powerful.
New M3 Technology delivers performance improvements that are readily apparent to consumers: up to twice the life of ordinary alkaline batteries in digital cameras; up to 240 more minutes of light in halogen flashlights; up to 150 more pictures in flash cameras; and up to 180 more minutes of play in high-drain toys. M3 - A Patented Breakthrough in Portable Power M3 Technology derives its name from three specific features that contribute to superior battery performance: more fuel, more efficiency and more power. More Fuel - Extensive Duracell research identified how to reduce the amount of inactive ingredients in the battery, allowing more high-power active ingredients - or "fuel" - to be designed into each cell. More Efficiency - In addition to reducing the inactive ingredients, these materials have been reformulated to facilitate the flow of electrons, improving the efficiency of the cell. More Power - This combination of patented and patent-pending technologies not only provides longer battery life, but also enhances the performance of devices. For example, halogen flashlights shine brighter longer, and camera flashes recycle faster, when powered by DURACELL ULTRA with M3 Technology. "With the 1998 launch of DURACELL ULTRA, we became the first battery manufacturer to offer a breakthrough alkaline technology that meets the extraordinary power requirements of today's electronic devices," said Bruce Cleverly, Duracell's senior vice president for business management and business development. "New DURACELL ULTRA with M3 Technology demonstrates Duracell's commitment to innovation as we anticipate and meet the increasing power demands in portable electronics. As devices grow ever more power-hungry, Duracell will be ready with superior power solutions." Consumer Research Validates Technological Breakthrough Concurrent with the development of M3 Technology, Duracell conducted extensive market research about its features. The research conclusively established that consumers clearly understand and value the three benefits promised by M3 Technology - more fuel, more efficiency, more power. "M3 Technology is readily understood and appreciated by consumers because it answers their fundamental needs for portable power," said Cleverly. "Moreover, consumers expect this type of advance from the leader in the category." Duracell Supports M3 Launch with Comprehensive Marketing Program New DURACELL ULTRA with M3 Technology features bold new graphics on its packaging, including a hot pink "flag" with copy that communicates the meaning of the three "Ms." Point-of-sale displays utilize the same graphics and include educational brochures that outline the product benefits. New television advertising spots for DURACELL ULTRA with M3 Technology will begin to air in North America in October 2000, and will reinforce the theme of the highly rated "Packed with Power" campaign. The suggested retail price of DURACELL ULTRA with M3 Technology is the same as that of the DURACELL ULTRA batteries it will replace. A four-pack of AA or AAA will be priced at approximately $4.99, which is about 25 percent higher than DURACELL alkaline batteries. About Duracell A part of The Gillette Company, Duracell is the world's leading manufacturer and marketer of high-performance alkaline batteries. Duracell also markets primary lithium and zinc air batteries, as well as rechargeable nickel-metal hydride batteries. With headquarters in Bethel, Connecticut, Duracell sells its batteries throughout the world, primarily under the DURACELL trademark. www.duracell.com About Gillette Headquartered in Boston, Mass., The Gillette Company is the world leader in male grooming, a category that includes blades, razors and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and hair epilation devices. In addition, the Company is the world leader in alkaline batteries, toothbrushes and oral care appliances. www.gillette.com Source: Duracell [] 
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