Battery Sizes

BATTERY BRANDS...Brief Histories


In 1920's USA, inventor Samuel Ruben and manufacturer Philip Roger Mallory created a partnership

which was to last until Mallory's death in 1975. The Mallory brand thus became the forerunner of what we now know as the Duracell company.

In the 1960s the company created the AA and AAA battery  and marketed the first Alkaline batteries under the Mallory brand...designed specifically initially for the new range of consumer Kodak cameras with built in flash. The Duracell brand was launched in 1965 to target a new range of portable power hungry consumer devices developed by amongst others Agfa, Polaroid and Kodak.

In 1969 as part of the Apollo 11 mission, Duracell became the first battery on the Moon.

In 1971 the iconic copper and black colour scheme was adopted and launched as the first battery brand to advertise on TV with the catchphrase...

"No other battery looks like it. No other battery lasts like it."

In 1973 NY Ad agency Dancer, Fitzgerald & Sample created the Duracell Bunny which has lasted in various guises to the present.

In 1998 the Duracell Ultra brand was introduced as a longer lasting premium product.

Based in Bethel, Connecticut the company has over 2000 employees and several overseas manufacturing plants. In 2016 after being owned by Gillette and Proctor & Gamble, the company was acquired by Berkshire Hathaway.

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