As one of the most recognisable battery brands in the world, Duracell is known for reliability, longevity, and, of course, its iconic copper top design. The Duracell company has a rich history spanning over a century, which has evolved through scientific innovation, global expansion, and strategic partnerships. But how did it come to be such a huge brand? Here, we explore the history of the Duracell battery, examining a few milestones of this iconic battery.
Origins and early development
The Duracell story begins in the 1920s, when businessman Philip Rogers Mallory and scientist Samuel Ruben created a partnership. Ruben was an inventor who was seeking equipment for an experiment, and Mallory was the manufacturer who specialised in tungsten filament wire. The collaboration between these two men led to the development of high-performance batteries, the very product that would later become the foundation of Duracell.
During World War II, the company put all its efforts into producing mercury batteries, which were required for military equipment. These batteries were more durable than the traditional carbon zinc batteries, and this innovation helped to establish Duracell as a leader in the field of battery technology.
The birth of the Duracell brand
The name Duracell is derived from “durable cell” and was introduced to the products in 1965. Before this, the batteries were created and marketed under the Mallory brand. Around the time of the name change, the company began supplying batteries to major consumer electronics companies such as Polaroid, Kodak, and Agfa. These companies produced portable devices such as tape recorders and cameras for the general public.
One of the most notable achievements attributed to the Duracell battery brand came in 1969. Their batteries were used in the Apollo 11 mission, thus making them the first batteries on the moon.
Brand identity and expansion
In 1971, Duracell introduced the colour scheme that we all know so well. The copper and black colour scheme symbolises the strength and conductivity of its battery formula. They also became the first battery brand to advertise on television with the famous slogan “No other battery looks like it. No other battery lasts like it.”
The other symbol widely recognised as part of the Duracell brand is the Duracell Bunny, which was created in 1973. Originally designed as a drumming toy, the Bunny became an enduring symbol of the longevity and energy of the Duracell battery.
Over the years the Duracell brand has changed ownership multiple times and in 2014 it was acquired by Berkshire Hathaway. Led by Warren Buffett, this marked its latest ownership transition.
Modern innovations and sustainability
Duracell has continued to innovate within the battery industry in recent years, introducing rechargeable batteries, wireless charging solutions and high-performance alkaline batteries. In 2019, the beloved Duracell Bunny received its own voice for the first time with the launch of a new TV campaign called “Power On”. This was aimed at motivating devices to perform for longer.
The company has a strong focus on sustainability and is continually working to reduce waste and improve the efficiency of its batteries. Duracell is committed to long-term value creation and making sure that its products meet the needs of its consumers, which are continually evolving.
From its somewhat humble beginnings in the 1920s, the company has expanded to become a global leader in battery technology. Its legacy includes reliability, innovation, and strong branding. Whether batteries power everyday devices or are used in historic missions to space, Duracell is a name people trust.
