Duracell® Introduces Quantum™ the World’s Most Advanced Alkaline Battery with One Million Battery Donation to First

  Duracell® Introduces Quantum™ the World’s Most Advanced Alkaline Battery
  with One Million Battery Donation to First Responders across North America

    Grammy Award-winning Country Music Star, Tim McGraw, joins Duracell to
   spotlight first responder stories of bravery with ‘Quantum Heroes’ Video

Business Wire

BETHEL, Conn. -- August 15, 2013

Duracell® today announced the launch of Duracell Quantum, the world’s most
advanced alkaline battery with unbeatable, long-lasting power, and its biggest
innovation since CopperTop. With its revolutionary Hi-Density Core™ and
proprietary PowerCheck™ power indicator, the distinctively red and copper
Duracell Quantum has been engineered to deliver the performance consumers

Country music star Tim McGraw, center, hands off new Duracell Quantum
batteries to the FDNY to kick ...

Country music star Tim McGraw, center, hands off new Duracell Quantum
batteries to the FDNY to kick off Duracell's donation of one million of its
most powerful batteries to first responders at an FDNY firehouse in New York,
Thursday, Aug. 15, 2013. (Diane Bondareff/Invision for Duracell)

To celebrate the launch of Duracell Quantum, Duracell is donating one million
Quantum batteries to first responders across North America. Duracell
recognizes that the heroes who protect our families and communities need these
batteries to power their critical devices. This donation ensures that they are
equipped with the most advanced battery in the world.

“Our top priority is delivering the very best in battery technology for
consumers. We’re also keenly aware that first responders need and use
batteries in devices that keep them safe in their work to protect our
communities,” said Volker Kuhn, general manager for Duracell North America.
That’s why Duracell is committing to put Quantum in the hands of first
responders nationwide.”

Duracell announced the million battery donation today with award-winning
entertainer, Tim McGraw, who hosts the new Quantum Heroes video series and
joined today’s launch event in New York City with the FDNY and the FDNY
Foundation. Supporting first responders hits close to home for McGraw who was
born and raised in Louisiana. Following Hurricane Katrina, he and his wife
mobilized to help with recovery efforts by offering relief items to those
affected by the storm.

“As a touring musician, I’ve had the opportunity to meet a lot of first
responders across our country, the brave guys and girls who show incredible
bravery in the face of natural disasters and other emergency situations,” said
McGraw. “I’m joining with Duracell Quantum to recognize the amazing work of
these unassuming heroes. I was able to spend some time with the first
responders from the Quantum Heroes video series, and I walked away truly

The Quantum Heroes video series shares previously untold stories of bravery,
heroism and sacrifice of first responders. The first video debuted today in
New York City. “Quantum Heroes: FDNY Superstorm Sandy” features the tireless
efforts of FDNY Firefighters from Engine Company 268 and Ladder Company 137 in
Rockaway, Queens in the wake of the storm, which engulfed an entire
neighborhood in flames.

New York City Fire Commissioner,Salvatore J. Cassano, said at the screening
event,“Superstorm Sandy put every FDNY member to the test, requiring
countless acts of true heroism and bravery.The Department is tremendously
honored Duracell has chosen to tell one of the many incredible stories from
that terrible night for their Quantum Heroes video series.”

The videos can be viewed on YouTube.com/Duracell. Consumers can also visit
www.facebook/duracell and www.twitter.com/duracell to share personal first
responder stories using #MyQuantumHero, which is supported by a new national
TV spot.

To direct the one million Duracell Quantum battery donation to the most needy
first responder units, Duracell is working with national and local fire, EMT
and law enforcement organizations, including FEMA and the Canadian Volunteer
Fire Services Association (CVFSA). These first responder units will use the
batteries to power their life-saving equipment, such as breathing apparatuses,
flashlights, carbon monoxide (CO), radiation and gas meters, as well as for
community outreach around safety.

A “Quantum Leap” in Battery Power

          Duracell Quantum, the world’s most advanced alkaline battery with
  •   unbeatable long-lasting power was engineered from the ground up to
          offer consumers a premium alkaline battery. No alkaline battery
          lasts longer.
    •     Duracell Quantum’s Hi-Density core allows the Duracell Quantum
          battery to pack in more power than ever before.
          Duracell Quantum is the only battery with PowerCheck – a power
    •     indicator on the cell, as well as DURALOCK Power Preserve
          technology, which preserves power for up to 10 years in storage.
          Duracell Quantum, is engineered to work efficiently across all
    •     battery-operated devices in a household, whether it is low-drain
          (remote controls or clocks) or high-drain (e.g. camera flash or
          gaming controls).
    •     Duracell Quantum is available now in AA and AAA cell sizes at mass
          merchandisers, drug and hardware stores nationwide.

    •     MSRP:         Regular Packs (AA2/AAA2)         $ 3.47-$5.47
                        Regular Packs (AA4/AAA4)         $ 4.97-$7.97
                        Regular Packs (AA6/AAA6)         $ 6.47-$8.47
                        Saver Packs (AA8/AAA8)           $ 7.47-$11.47
                        Value Pack (AA12/AAA12)          $ 10.97-$14.97
                        Value Packs (AA16/AAA16)         $ 11.97-$20.97
                        Mega Packs (AA20/AAA20)          $ 13.97-$25.97
    •     For more information visit Duracell.com.

About Duracell
Part of the Procter & Gamble Company (NYSE:PG), Duracell has been powering
people around the world for more than 50 years. Our products serve as the
heart of devices that keep people connected, protect their families, entertain
them and simplify their increasingly mobile lifestyles. As the world’s leading
manufacturer of high-performance alkaline batteries, Duracell also innovates
in renewable power and wireless charging technologies to help consumers live
life without limits. Visit www.duracell.com for more information; follow us on
Twitter.com/Duracell and like us on Facebook.com/Duracell.

About Procter & Gamble
P&G serves approximately 4.8billion people around the world with its brands.
The Company has one of the strongest portfolios of trusted, quality,
leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®,
Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®,
Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®,
Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®.The P&G
community includes operations in approximately70countries worldwide. Please
visithttp://www.pg.comfor the latest news and in-depth information about P&G
and its brands.

About the FDNY/FDNY Foundation
As first responders to fires, public safety and medical emergencies, disasters
and terrorist acts, FDNY protects the lives and property of New York City
residents and visitors. The Department advances public safety through its fire
prevention, investigation and education programs. The timely delivery of these
services enables the FDNY to make significant contributions to the safety of
New York City and homeland security efforts.

The FDNY Foundation is the official not-for-profit of the FDNY established to
promote Fire Safety in New York City and the professional development,
training, and education of members of the FDNY.

About Tim McGraw
Since the release of his debut album in 1993, McGraw has sold over 40 million
albums, won three GRAMMY’s, 15 ACM Awards, 12 CMA Awards and 10 AMA’s, while
simultaneously maintaining a parallel career as a successful actor in such
films as the Oscar nominated The Blind Side, Country Strong, and Friday Night
Lights—as well as hosting Saturday Night Live, a rare honor for a singer in
any genre. Nielsen-BDS recently certified McGraw as the most-played Country
artist of the past 20 years (1992-2012) with more than 10 million spins
detected and Mediabase recognized him as the most-played Country artist in the
history of their tracking service.

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