Duracell Launches Virtual Museum Dedicated to Celebrating History's Most Obvious...

Duracell Launches Virtual Museum Dedicated to Celebrating History's Most
Obvious Inventions
Comedic, Interactive Fun Celebrates Pre-Charged Rechargeable Batteries

BETHEL, Conn., June 23, 2008 /PRNewswire/ -- As we are well into the 21st
century, it is about time there is a museum dedicated to some of the most
popular and frequently used everyday items -- inventions that rarely receive
the recognition they deserve. That day has finally come. Today, the Museum
of the Obvious (MOTO), brought to you by Duracell, will open its doors to the
public via a unique online experience and series of online videos, located at
www.museumoftheobvious.com .
MOTO visitors will have the opportunity to roam the halls of a life-like
virtual museum to learn more about some of the most-popular inventions of
all-time, like the oven mitt, the football helmet, sliced bread and, of
course, the rechargeable battery that Duracell brings to consumers already
pre-charged for use directly out of the pack. To tell the story of each
invention in a comedic and entertaining way, special wall plaques, reenactment
videos and hi-tech animations are provided to generate a laugh from those who
visit the museum.
"We believe the Museum of the Obvious is an appealing, interactive way to
engage our consumer in a format that has never been utilized before in this
category," said Patrick Fellin, Duracell Pre-Charged Rechargeables brand
manager. "We are very proud of this site -- utilizing a viral digital
marketing campaign is the perfect compliment to talking about the obvious
advantage we have over competition with our pre-charged rechargeable
batteries."
Site visitors can personalize their experience by creating their own MOTO
statue and invention "claim to fame," to leave their mark as an honorary
member of the Obvious Society. They also can share their statue and nominate
their friends for membership.
Additionally, the site will be supported through a series of grassroots
pop-up museum displays in New York, Los Angeles, Miami and Houston across the
country beginning in June. Pedestal displays will contain examples of the
popular inventions highlighted at MOTO and will encourage consumers to
interact with the brand by logging on to the museum Web site for more
information.
Duracell Pre-Charged Rechargeable batteries can be recharged hundreds of
times in any Duracell NiMH battery charger and can deliver hours of music and
thousands of digital photos. Designed specifically for use in high-drain
gadgets including digital cameras, portable gaming devices and MP3 players,
Duracell Pre-Charged Rechargeable batteries eliminate the need to charge cells
before using them for the first time. In addition, these batteries stay
charged longer and have to be recharged less often, packing more power for
consumers' favorite gadgets.
About Duracell
Part of the Procter & Gamble Company (NYSE: PG), Duracell is the world's
leading manufacturer of high-performance alkaline batteries. Duracell also
sells various other types of batteries including lithium and zinc air
batteries, as well as rechargeable Nickel-Metal Hydride (NiMH) batteries and
chargers. The company also markets general purpose flashlights. Visit
www.duracell.com for more information about Duracell batteries.
About Procter & Gamble (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.
SOURCE Procter & Gamble

Chris Hayes of PainePR, +1-212-613-4904, chayes@painepr.com, for Procter &
Gamble