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Duracell

The story of Duracell begins in the early 1920’s with an inventive scientist named Samuel Ruben and an eager manufacturer of tungsten filament wire named Philip Rogers Mallory. Ruben came to the P.R. Mallory Company seeking a piece of equipment he needed for an experiment. But Ruben and Mallory saw an opportunity: uniting Ruben’s inventive genius with Mallory’s manufacturing muscle. Their partnership, which would last until Mallory's death in 1975, was the bedrock of Duracell International.

During WW2, Ruben devised the mercury cell and the Mallory Battery Company was formed shortly thereafter. In the 1950’s, Ruben went on to improve the battery and when Eastman Kodak introduced cameras with a built-in flash unit that required more power from a smaller sized battery, Mallory made the first AAA battery. The new photography-related demand for power put alkaline cells on the map, and in 1964 the Duracell brand was introduced.

As technology advances, the uses for batteries only increases. Duracell quickly became the world's leading producer of high-performance alkaline batteries. And while some people need to power their child’s new toy, others need to make sure their smoke detectors work. But whether you are making your children smile or ensuring their safety at home, Duracell know that their batteries have to work. And establishing that reliable and consistent performance launched us as the brand that was, and is, trusted everywhere.