• Brandweek, Thursday, January 7, 2010 10:42 AM

Duracell's first TV ad for its Smart Power initiative uses technicians at Iowa Lakes Community College to demonstrate the role that the brand's rechargeable batteries play in training students and keeping wind turbines operational, Elena Malykhina reports.

"The message is that Duracell is making products that are powering those on the forefront of renewable energy ...," says Duracell's Kurt Iverson. "To be able to connect with a group of experts who are widely recognized is a way for us to tell consumers that we're offering them a trusted and reliable product."

The Smart Power line includes energy-efficient portable power chargers, rechargeable batteries, and LED flashlight technology. Duracell is showcasing the line at this week's Consumer Electronics Show in Las Vegas, where Marketing Daily's Aaron Barr is providing ongoing coverage.

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