Duracell Invites Consumers to Power in the New Decade at the Duracell Smart Power Lab in New York City's Times Square

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New Power Rovers Unveiled as Times Square Visitors Kick Off the Official First Pedal to Power the Lighting of the 2010 Numerals on New Year's Eve

Kerry Butler cheers on Constantine Maroulis as he pedals a Power Rover at the kick-off event for the Duracell Smart Power Lab in Times Square, Thursday, Nov 19, 2009, where New Yorkers and tourists can generate the power that will light up the 2010 numerals on New Year's Eve by pedaling Power Rovers. The Duracell Smart Power Lab officially opens Nov. 23 in Times Square above the Charmin Restrooms. (Photo/ Stuart Ramson/Duracell)

When the world watches the New Year's Ball drop and the numerals light up at midnight on January 1, our guests will be able to say they truly powered the start of a new decade

Joined by a host of special VIP pedalers, visitors to New York City today helped Duracell kick off the energy collection that will power the lighting of the iconic 2010 numerals on New Year’s Eve during a special sneak peek in Times Square. The company unveiled specially-designed Power Rovers that will be featured in the Duracell Smart Power Lab, which officially opens November 23, 2009, at the Charmin Restrooms in the heart of Times Square.

For the second year in a row, New Yorkers and tourists alike will have the chance to literally help power the 2010 numerals by visiting the Duracell Smart Power Lab, hopping aboard a Power Rover and pedaling. The rovers operate through rotary technology, so with each push of the pedal, human energy is captured, converted into usable power, and then routed and stored at Duracell Battery Centers. The journey ends at One Times Square, where the stored power will light up the 2010 numerals as the New Year's Eve Ball drops and the clock strikes midnight.

“When the world watches the New Year’s Ball drop and the numerals light up at midnight on January 1, our guests will be able to say they truly powered the start of a new decade,” said Rick June, Duracell vice president and general manager, North America. “The Smart Power Lab is just one example of how Duracell delivers innovative, efficient and reliable ways to power important moments today and for decades to come.”

To celebrate the upcoming opening of the Duracell Smart Power Lab, VIP guest pedalers included actors Rachel Dratch, Larenz Tate and Mark Indelicato. Broadway cast members Constantine Maroulis and Kerry Butler from “Rock of Ages” pedaled for power at the event. In recognition of their contribution, Duracell has made a donation to Broadway Cares/Equity Fights AIDS, one of the nation’s leading industry-based, nonprofit AIDS fundraising and grant-making organizations.

Smart Power in Times Square
In addition to the opportunity to help light up the New Year, Lab guests can stop by to try out Duracell’s latest Smart Power offerings that address the ever-growing and ever-changing power needs of the modern consumer. Visitors can also recharge their mobile electronic devices – such as cell phones, BlackBerrys, digital cameras, iPods, MP3 players, portable gaming devices and more – at Duracell Charging Stations set up throughout the venue. Additional activities at the Lab include playing the latest titles from Microsoft Xbox and capturing a photo with a life-size replica of the 2010 numerals.

The Duracell Smart Power Lab is being held in conjunction with the annual Charmin Restrooms in Times Square, which has returned for the fourth consecutive year. Guests will enjoy two floors of fun: the first offers a free, clean and family-friendly place to “enjoy the go" with 20 clean, deluxe, ADA compliant, family-friendly and fully-staffed restrooms and the second provides a place where they can interact with the latest charging gadgets, re-charge their own devices or help generate the energy needed to illuminate the 2010 numerals.

Duracell Smart Power Lab Hours
The Duracell Smart Power Lab and Charmin Restrooms will be open on November 23 through December 31 from 10 a.m. to 9 p.m. Sunday through Wednesday, and 10 a.m. to 11 p.m. Thursday through Saturday. They are located at 1540 Broadway in Times Square between West 45th and West 46th streets. The Smart Power Lab and Restrooms will close at 6 p.m. on Christmas Eve and 3 p.m. on New Year’s Eve, and will be closed on Christmas Day. In addition, the Charmin Restrooms will be open on New Year’s Eve from 12 a.m. to 2 a.m., offering the crowd of millions in Times Square a safe and accessible bathroom haven after the 2010 Ball drops.

About Duracell
Part of the Procter & Gamble Company [NYSE:PG], Duracell has been powering people around the world for more than 40 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 disposable, renewable and peripheral technologies and markets general purpose flashlights along with the advanced Daylite® LED flashlights. Visit http://www.duracell.com for more information.

About Procter & Gamble [NYSE:PG]
Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.


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