In an era where technology is continuously evolving, personal electronic devices have become a huge enabler of our modern lifestyles. The reliability of these devices is crucial for Australians everywhere to live life with no limits. To keep up with the high power demands of today’s devices, Duracell is set to launch its latest innovation, NEW Duracell Ultra; Featuring a Hi-Density-CoreTM, Duralock and PowercheckTM features, Duracell Ultra is set to revolutionise consumer batteries in the Australian market.

Duracell Ultra’s Hi-Density Core is designed using higher quality materials and advanced cells that compress more power into the same size battery. Due to higher compression, Duracell Ultra has increased surface area where reactions that produce power take place. This creates longer lasting energy, making Duracell Ultra the battery to be trusted for your critical devices. 

It is also the only battery that offers the Powercheck feature on the battery itself. This feature is a premium power indication calibrated for improved accuracy and convenience. To check the usage of power, it is as simple as pressing the white dots on each side of the battery. 

"Innovation is the lifeblood of P&G and we strive to bring game changing products to market to touch lives and improve life. Duracell Ultra is no exception. It is  a function of our ongoing commitment to research, development and testing to enable outstanding performance that Duracell has become the brand trusted by organisations such as the fire and emergency services around Australia to power important fire safety devices like smoke alarms,” Suraen DeSilva, Brand Manager Duracell, P&G ANZ commented.

“From the most critical and extraordinary moments to everyday moments, Duracell Ultra provides Australia’s longest lasting alkaline battery to power every need – be it an important safety device or your child’s favourite toy!” Suraen added.

Available in Australia from October 2014, the launch will be supported with TV, online and in-store advertising. Duracell Ultra batteries will be available in AA, AAA, C, D and 9V sizes from retailers such as Coles, Target, Bunnings, Toy R Us and independent groceries, pharmacies, convenience, electronic and hardware stores nationwide.

Source: Duracell media release