Procter & Gamble News

New 'Trusted Everywhere' Duracell Commercial Focuses On Child Safety

BETHEL, Conn., July 22, 2008 PRNewswire-FirstCall — Imagine a sunny day in the park with your two children. You turn to see why one of them is crying and when you turn back, your other child is gone, nowhere to be seen. Launching in July as the newest ad in its highly recognized "Trusted Everywhere" campaign series, Duracell announces its partnership with BrickHouse Security and its Child Locator, an innovative child tracking device, with a scenario that every parent wants to avoid but can relate to — losing track of their child in a crowded public place.

With the U.S. Department of Justice reporting that more than 2,000 children may be reported missing in a single day, Duracell's "Trusted Everywhere" spot addresses an important issue and introduces a Duracell- powered device from BrickHouse Security that can help keep wandering children from becoming lost children. The commercial opens with a parent and her son arriving at the park for an enjoyable afternoon at the playground. Moments later, the parent starts to panic as she realizes that she does not see her son and frantically scans the park for him. She quickly pours out the contents of her purse to find the BrickHouse Child Locator with Long Distance Alert. In a matter of seconds, she locates her child thanks to the Duracell- powered device, and the scene closes with a happy ending — parent reunited with her child.

In keeping with previous campaign messages, this year's "Trusted Everywhere" spot underscores the importance of utilizing a reliable source of power for electronic devices — the BrickHouse Child Locator can be trusted to work because it comes out of the box powered by Duracell batteries.

"Our new television spot drives home Duracell's commitment to child safety," said Rick June, Duracell vice president and general manager. "We are proud to provide the trusted power of Duracell batteries to the BrickHouse Child Locator with Long Distance Alert to help parents keep their children safe."

The TV spot marks the sixteenth commercial for the six-year old "Trusted Everywhere" campaign, which is airing on network and cable programs nation wide. As part of its ongoing efforts to provide the knowledge and tools to keep parents educated and children safer, Duracell is also making valuable information available to families from another one of its partners, the National Center for Missing & Exploited Children (NCMEC) at its Web site www.duracell.com/childsafety .

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. Visit www.duracell.com for more information.

About P&G (NYSE: PG)

Three 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(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About BrickHouse Security

Headquartered in New York, BrickHouse Security www.brickhousesecurity.com is dedicated to assisting the public and government with their security, safety, protection, GPS tracking, covert surveillance, and counter- surveillance needs. Each day the Company and its products protect thousands of customers from around the world, utilizing innovative concepts and technologies to meet their growing needs. BrickHouse Security offers products designed solely for personal security, safety, prevention, and retrieval of everything consumers hold important to their hearts.

SOURCE Procter & Gamble

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