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NEW YORK Duracell, the “Copper Top” battery, is stepping up its fight against zinc.
The Gillette brand this week will launch two 15-second TV spots extending a print and radio campaign launched in December that aims to dispel the misconception that cheaper “heavy duty” zinc batteries offer better performance than alkaline.
As with previous ads, also via Acme Idea Co. in South Norwalk, Conn., the new spots mention rivals Rayovac and Eveready by name. “Rayovac calls them ‘heavy duty.’
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