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All Blacks partner with global power brand - Duracell

All Blacks and Duracell

allblacks.com     20 Oct 2013     All Blacks and Duracell

Given common synergies such as power and endurance, Duracell has joined forces with the sporting icons to encourage Kiwis everywhere to trust their power, just like the All Blacks.

The announcement of this partnership coincides with the launch of a new television commercial & marketing campaign featuring All Blacks Sam Cane, Steven Luatua and Tawera Kerr-Barlow.

The new commercial highlights why Duracell is the battery brand trusted everywhere, giving people the power to do more, both in life’s extraordinary and ordinary moments.



In addition to showcasing how Duracell gives the All Blacks the Power to play beyond their best, it is designed to celebrate the energy the nation creates to charge the team, as they use battery-powered TV remotes, retro radios and cameras to watch the games and show their undying support for the All Blacks.

The new partnership will also see consumers benefit from giveaways, nationwide promotions and exclusive behind-the-scenes videos filmed with the All Blacks.

New Zealand Rugby Chief Executive, Steve Tew, said the All Blacks appreciated the support of Duracell.

“A company based on power and endurance is a natural fit for the All Blacks which prides itself on strength, perseverance and consistent peak performance. We welcome Duracell to our group of sponsors and hope fans enjoy the partnership with a company whose products so many of us use every day.”

Brand manager for Duracell, Suraen De Silva, says the partnership is designed to bring to life Duracell’s equity of ‘Trusted Everywhere’ & inspire New Zealanders to trust in their power, just as the All Blacks do.

“The All Blacks are icons at employing strength and endurance to power through whatever challenges meet them, both of which are characteristics of Duracell. So who better to inspire Kiwis to trust the power of the number one global battery brand, than those who have fulfilled their dreams of playing for the current leaders in world rugby?” he says.

“We are thrilled to be teaming up with the All Blacks as we urge New Zealanders to trust their power when it comes to powering the devices which are important to them.” says De Silva.

The All Blacks’ 60 second video clip with Duracell launched during their match against Australia in Dunedin on Saturday.

Duracell, which launched the CopperTop in 1967, has enjoyed successes which include powering the first mission to the moon in 1969 and partnering with the NFL.

Duracell with new Duralock Power Preserve Technology will be available at Countdown from November. The range has a 10-year guarantee in storage which means consumers will always have access to power when they need it.

For more information on Duracell product, please visit: www.duracellbatteries.co.nz