Acme, Duracell Charge Ahead

BETHEL, CONN. Duracell, a unit of Procter & Gamble, is backing its new Pre-Charged Rechargeable batteries with TV and print touting convenience for high-tech device users.

The new ads, via independent Acme Idea Co., Norwalk, Conn., are the first in the “Trusted everywhere” campaign, now in its sixth year, to feature Duracell’s rechargeable products.

A 30-second TV spot, entitled “Wedding/Apollo,” emphasizes the importance of Duracell batteries to crews aboard the space shuttle when operating Imax cameras. Ads in consumer monthly and weekly magazines focus on the benefits of Duracell’s nickel metal hydride cells over competitive disposable lithium products. An interactive Web site augments.

“We know that consumers have been frustrated by some properties of traditional rechargeable batteries,” said Lynn Mepham, Duracell’s director of global marketing, adding that the batteries retain power for up to a year.

Duracell also has introduced the Mobile Charger, a power hub which allows consumers to power personal devices such as digital cameras, iPods, MP3 players, BlackBerrys and portable gaming systems. The device will be available at mass, drug, grocery and specialty stores nationwide.