Company History


Duracell has been supplying the whole world with energy in battery form for decades. At the heart of these activities stood and still stands the Duracell rabbit. This lends the brand an engaging personality and demonstrates daily that Duracell batteries provide great longevity.

The brand symbol made its debut in 1973, when it already showed that Duracell batteries last for much longer than standard zinc-carbon batteries. Thanks to Duracell batteries, the rabbit was able to win any contest and has continued to do so ever since.     

In the meantime, the pink rabbit has travelled all around the world. Moreover, just as Duracell batteries and energy products have been subject to ongoing improvements with regard to quality and performance, the rabbit has been subject to a parallel evolution. Today, it is one of the world’s best-known brand symbols.

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