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Duracell, the UK's number one battery brand, is set to further drive retailer profits as it offers consumers even greater value for money with the fantastic 4+4 Christmas promotion this year. Consumers will receive four free cells when purchasing special packs of AA and AAA Duracell Plus and Duracell Ultra M3.

In store from October, this great promotion will increase uplift in the battery category for retailers over the busy Christmas season, by offering consumers the most recognisable brand on the market with a great value proposition.

Free cells are extremely popular with consumers and similar activity during Christmas 2006 boosted sales by 69%.

The special promotional packs are being supported by a significant TV spend this year, featuring the family favourite Duracell Bunny, which will increase category awareness and a promotional tag that will drive consumers into stores. Duracell is once again working with retailers to drive sales in the batteries category, while offering consumers exceptional value for money.

Christmas is a key period for the battery category with sales increasing significantly as many seasonal toys and gifts require battery power. As a result an amazing 40% of annual battery sales are made in the run up to Christmas. Retailers can cash in on this key period by using Duracell’s tried and tested merchandising advice:

• Use secondary displays to drive visibility in store
• Place batteries in high traffic areas, preferably at the front of your store which ensures batteries are not only easy to find but also that impulse purchase is encouraged.

Paul Lettice, trade communications manager for P&G UK, comments: “The special packs will be available across all retail channels, offering a great deal for consumers. We expect the promotion to drive strong sales this Christmas as consumers stock up on batteries to power the gifts they will be giving and receiving.”

“Duracell has long been established as a market leader with regular consumer promotions such as 4+4 free cells, retailers are being offered plenty of opportunities to boost sales with fantastic deals on consumers’ most trusted battery brand.




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