Editing Duracell (section)

== History ==

=== Origins ===
[[File:Mallory_Duracell_battery.jpg|thumb|upright|A Mallory Duracell Battery from the 1970s]] Duracell originated via the partnership of scientist Samuel Ruben and businessman Philip Rogers Mallory, who met during the 1920s. The P. R. Mallory Company of [[Burlington, Massachusetts]], United States, relocated its headquarters to [[Indianapolis, Indiana]], in 1924. The company produced [[Mercury battery|mercury batteries]] for military equipment,<ref name="history">{{Cite web |url=http://www.duracell.com/en-US/company/history.jspx |title=Duracell &#124; History of the Duracell Company |access-date=2011-12-05 |archive-url=https://web.archive.org/web/20111130110948/http://www.duracell.com/en-US/company/history.jspx |archive-date=2011-11-30 |url-status=dead }}</ref> trumping the [[Zinc–carbon battery|carbon-zinc batteries]] used then in virtually all applications. In 1956, P. R. Mallory & Co. acquired General Dry Batteries, Inc. (GDB) with headquarters in [[Cleveland, Ohio]]. GDB was then the third-largest U. S. manufacturer of zinc-carbon batteries and had made mercury batteries under license from P. R. Mallory during and post World War II until its acquisition in 1956.<ref>Annual Report of P. R. Mallory for 1956</ref> During the 1950s, [[Eastman Kodak|Kodak]] introduced cameras with a [[Flash (photography)#Flashbulbs|bulb flash]]. The design required a new zinc-carbon cell size; [[AAA battery|AAA]] was introduced.<ref name="history" />

[[File:Studiobib.jpg|thumb|upright|A Duracell [[flashlight]] from the 1980s]]
In 1964, the term "Duracell" was introduced as a brand, from "durable cell". Until 1980, the batteries also bore the Mallory brand.

=== Developments ===
P. R. Mallory was acquired by [[Dart Industries]] in 1978, which in turn, merged with [[Kraft Foods|Kraft]] in 1980. [[Kohlberg Kravis Roberts]] bought Duracell in 1988 and took the company public in 1989. It was acquired for $7 billion by [[Gillette|The Gillette Company]] in 1996.<ref>{{cite news|url=https://www.nytimes.com/1996/09/13/business/gillette-to-buy-duracell-for-7-billion.html|title=Gillette to Buy Duracell for $7 Billion|date=September 13, 1996|work=New York Times|last1=Gilpin|first1=Kenneth N.|access-date=March 2, 2016|archive-url=https://web.archive.org/web/20160307161225/http://www.nytimes.com/1996/09/13/business/gillette-to-buy-duracell-for-7-billion.html|archive-date=March 7, 2016|url-status=live}}</ref>

In 2005, Procter & Gamble acquired Duracell's parent Gillette for $57 billion.<ref>{{cite news|title=P&G to acquire Gillette for $57bn|url=http://news.bbc.co.uk/1/hi/business/4214485.stm|access-date=March 3, 2016|work=BBC News|date=January 28, 2005|archive-url=https://web.archive.org/web/20170827123222/http://news.bbc.co.uk/1/hi/business/4214485.stm|archive-date=August 27, 2017|url-status=live}}</ref>

In September 2011, Duracell and [[Powermat Technologies]] Ltd. started a joint venture, called Duracell Powermat, to make small wireless chargers for [[mobile phones]] and small electronics, with P&G owning 55% of the joint venture shares and Powermat 45%.<ref>{{cite news|last1=Melanson|first1=Donald|title=Power mat and Duracell forming joint venture to 'globalize wireless charging'|url=https://www.engadget.com/2011/09/15/powermat-and-duracell-forming-joint-venture-to-globalize-wirele/|access-date=March 2, 2016|work=Engadget|date=September 15, 2011|archive-url=https://web.archive.org/web/20160426044401/http://www.engadget.com/2011/09/15/powermat-and-duracell-forming-joint-venture-to-globalize-wirele/|archive-date=April 26, 2016|url-status=live}}</ref>

In March 2012, along with Powermat Technologies, Duracell, under the Procter & Gamble corporate umbrella, founded the [[Power Matters Alliance]] (PMA), an alliance of leading industry and governmental organizations that is dedicated to advancing smart and environmentally sound wireless power.<ref>{{cite news|title=AT&T, Google, Starbucks Back 'PMA' Wireless Power Ecosystem and Open Standard|url=http://www.prnewswire.com/news-releases/att-google-starbucks-back-pma-wireless-power-ecosystem-and-open-standard-176240551.html|access-date=March 2, 2016|work=PR Newswire|date=October 29, 2012|archive-url=https://web.archive.org/web/20160306202903/http://www.prnewswire.com/news-releases/att-google-starbucks-back-pma-wireless-power-ecosystem-and-open-standard-176240551.html|archive-date=March 6, 2016|url-status=live}}</ref> [[AT&T]] and [[Starbucks]] joined the board later that year.<ref>{{cite web |url=https://www.engadget.com/2012/10/29/pma-starbucks-google-att/ |title=Boston-area Starbucks testing wireless smartphone charging; Starbucks, Google and AT&T back PMA standard |last=Gilbert |first=Ben |work=Engadget |date=October 29, 2012 |access-date=March 2, 2016 |archive-url=https://web.archive.org/web/20160118185501/http://www.engadget.com/2012/10/29/pma-starbucks-google-att/ |archive-date=January 18, 2016 |url-status=live }}</ref>

In 2013, the company released a "Duracell Quantum" line as their top-performing alkaline batteries.<ref>{{cite web|url=http://news.duracell.com/press-release/duracell-corporate/duracell-introduces-quantum-worlds-most-advanced-alkaline-battery|title=''Duracell Introduces Quantum The World's Most Advanced Alkaline Battery''|access-date=12 February 2018|archive-url=https://web.archive.org/web/20160304073702/http://news.duracell.com/press-release/duracell-corporate/duracell-introduces-quantum-worlds-most-advanced-alkaline-battery|archive-date=4 March 2016|url-status=dead}}</ref>

=== P&G spin-off and Berkshire Hathaway ownership ===
On October 24, 2014, Procter & Gamble announced it would spin off Duracell in 2015 as part of a wider restructuring scheme.<ref>{{cite web|url=http://www.bizjournals.com/cincinnati/morning_call/2014/10/p-g-to-shed-duracell.html|title=P&G to shed Duracell|date=October 24, 2014|access-date=November 14, 2014|work=Cincinnati Business Journal|archive-url=https://web.archive.org/web/20141030155945/http://www.bizjournals.com/cincinnati/morning_call/2014/10/p-g-to-shed-duracell.html|archive-date=October 30, 2014|url-status=live|author-first1=Erin|author-last1=Caproni}}</ref> On November 14, 2014, [[Berkshire Hathaway]] declared its intent to acquire Duracell in an all-stock deal, consisting of $4.7 billion worth of P&G stock then owned by Berkshire Hathaway.<ref name="money-duracell">{{cite news |last1=Morris |first1=Patrick |date=November 14, 2014 |title=Why Warren Buffett Just Bought Duracell |work=Money.com |url=https://money.com/warren-buffett-duracell/ |url-status=live |access-date=14 November 2014 |archive-url=https://web.archive.org/web/20210530024646/https://money.com/warren-buffett-duracell/ |archive-date=May 30, 2021}}</ref> The acquisition received regulatory approval from the [[European Commission]] in July 2015.<ref>{{cite news|last1=Blenkinsop|first1=Philip|title=EU clears Berkshire Hathaway's purchase of Duracell|url=https://www.reuters.com/article/us-duracell-m-a-eu-idUSKCN0PX17D20150723|access-date=2 November 2015|work=Reuters|date=23 July 2015|archive-url=https://web.archive.org/web/20151123090519/http://www.reuters.com/article/2015/07/23/us-duracell-m-a-eu-idUSKCN0PX17D20150723|archive-date=23 November 2015|url-status=live}}</ref>

The transfer was completed on February 29, 2016, with P&G investing $1.8 billion in cash into Duracell, and Berkshire Hathaway giving P&G back 52 million shares.<ref name="BusinessWired" />

In September 2016, Duracell announced plans to move its executive team and 60 employees to [[Chicago]].<ref>{{cite news|url=http://www.chicagotribune.com/business/ct-duracell-office-new-jobs-0916-biz-20160915-story.html|title=Duracell to open Loop office|date=September 15, 2016|newspaper=[[Chicago Tribune]]|access-date=September 26, 2016|author=Corilyn Shropshire|archive-url=https://web.archive.org/web/20160925081143/http://www.chicagotribune.com/business/ct-duracell-office-new-jobs-0916-biz-20160915-story.html|archive-date=September 25, 2016|url-status=live}}</ref>

In February 2022, Duracell announced a long-term partnership deal with [[Williams Grand Prix Engineering|Williams Racing]].<ref>{{Cite web |date=2022-02-14 |title=Duracell to help power Williams Racing in 2022 and beyond |url=https://www.williamsf1.com/posts/831fa70a-a575-4552-b112-b37c53176e81/duracell-to-help-power-williams-racing-in-2022-and-beyond |access-date= |website=Williams Racing |language=en}}</ref> The deal culminated with the vertical air intake of the car designed like a Duracell battery, which was first introduced in the [[2022 Miami Grand Prix]].<ref>{{Cite web |last=Agarwal |first=Armaan |date=2023-02-08 |title="Genius. Absolute genius!!!" - Fans react as Williams cleverly blend sponsor Duracell with its 2023 F1 livery |url=https://firstsportz.com/f1-news-fans-react-as-williams-cleverly-blend-sponsor-duracell-with-its-f1-livery/ |access-date= |website=FirstSportz |language=en-US}}</ref> The design was later implemented on the [[Williams FW45]] for the [[2023 Formula One World Championship|2023 season]].<ref>{{Cite web |last=Agarwal |first=Armaan |date=2023-02-08 |title="Genius. Absolute genius!!!" - Fans react as Williams cleverly blend sponsor Duracell with its 2023 F1 livery |url=https://firstsportz.com/f1-news-fans-react-as-williams-cleverly-blend-sponsor-duracell-with-its-f1-livery/ |access-date=2023-07-09 |website=FirstSportz |language=en-US}}</ref> Duracell also became the title sponsor of William Racing's [[ENASCAR Coca-Cola iRacing Series|eNASCAR]] team as Duracell Williams Esports eNASCAR.<ref>{{Cite web |date=2022-07-06 |title=Duracell Becomes Title Partner of Williams eNASCAR Team |url=https://www.businesswire.com/news/home/20220706005515/en/Duracell-Becomes-Title-Partner-of-Williams-eNASCAR-Team |access-date= |website=www.businesswire.com |language=en}}</ref>