It was licensed to the P. R. Mallory Co., (later became Duracell, International). When Kodak required a new cell size battery for its integrated flash camera, the company developed the AA size alkaline battery, combining the two words ‘durable’ and ‘cell’ into Duracell. The Mallory Battery Company, as it came to b known during World War II, introduced the Duracell brand in 1964.
Duracell is the bestselling brand of batteries because it is the one with the clearest and most singular identity.
In 1974, Duracell became the first company to advertise alkaline batteries on television.
In1978, the Mallory Battery Company and the Duracell name was acquired by Dart Industries. During 1987, Duracell use Laurel and Hardy dolls in a car chase US TV advert, as well as featuring them in drawings in competitions.
The company was acquired by Gillette in 1996, and in 2005 Procter and Gamble acquired Gillette.
History of Duracell battery
