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NEW YORK Duracell said it has signed a multi-year marketing and promotional agreement with Nascar to become the “official alkaline battery” of the auto racing circuit.
Duracell will also partner with driver Kevin Harvick and become an associate sponsor of the Richard Childress Racing’s No. 29 Team.
The unit of Boston-based Gillette said it will leverage its Nascar deal with an integrated marketing campaign throughout the 2004 season, including TV, print and radio, as well as POP and FSIs, using the Duracell “Trusted everywhere” theme.
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