NASCAR and Duracell in Sponsorship Deal; Duracell Becomes Official Status Sponsor; Launches `Trusted Everywhere' Advertising with NASCAR NEXTEL Cup Star Kevin Harvick

DAYTONA BEACH, Fla.--(BUSINESS WIRE)--Feb. 11, 2004--Duracell, the world's leading manufacturer and marketer of high-performance alkaline batteries, today announced a multi-year marketing and promotional agreement with National Association for Stock Car Auto Racing (NASCAR).

Under the terms of the agreement, Duracell becomes the Official Status Sponsor and the "official alkaline battery" of NASCAR. Duracell will also partner with NASCAR NEXTEL Cup driver Kevin Harvick and become an Associate Sponsor of the Richard Childress Racing's No. 29 Team.

“We're thrilled to welcome Kevin into the Duracell family”

Duracell will leverage Harvick and its NASCAR sponsorship with an integrated marketing communications program throughout the 2004 season. The program includes consumer promotions, in-store POP, print FSIs, and advertising in the form of TV, print and radio executions, highlighting Duracell's "Trusted Everywhere" theme.

Harvick, who will sport Duracell logos on his uniform and on the front lower quarter panel of his No. 29 Chevrolet, will star in the Duracell TV spot, scheduled to break during NBC's coverage of the 46th running of the Daytona 500 on February 15.

The 30-second spot, "Pit Stop," is Duracell's seventh spot within its memorable "Trusted Everywhere" campaign. It takes a unique approach to NASCAR advertising, focusing more on the critical action in the pit instead of the driver on the track. The ad centers on the importance of portable battery-powered devices such as tire pressure gauges, track temperature gauges and tire temperature gauges. The spot ties the critical NASCAR moments back to more everyday instances -- children racing remote controlled cars -- to which battery power can be just as important.

"We're thrilled to welcome Kevin into the Duracell family," said Tom Murray, director, major cells, Duracell marketing, The Gillette Company. "Many fans don't realize how important batteries are to the NASCAR experience; yet our batteries power some of the most crucial behind-the-scenes race technology, which makes the connection to NASCAR and to Kevin a very relevant one for us."

In his brief three-year career in NASCAR's premier Series, Harvick has twice finished in the year-end top-10 points championship, including fifth last season. Harvick, the 2001 NASCAR Winston Cup Rookie of the Year and NASCAR Busch Series champion, registered a career-best 11 top-five finishes and 18 top 10s in 2003, and has four career victories.

"I am excited to be associated with such a trusted and well-respected brand," said Harvick who posted a career-best fourth-place finish at last year's Daytona 500. "With all of the momentum coming off our 2003 season, I can't wait to get behind the wheel and win some races. The 2004 season promises to be very exciting."

About Duracell

Part of the Boston-based Gillette Company, Duracell is the world's leading manufacturer and marketer of high-performance alkaline batteries. Duracell also sells primary lithium and zinc air batteries, as well as rechargeable nickel-metal hydride batteries. Gillette is the world leader in male grooming, a category that includes blades, razors and shaving preparations. The Company also holds the number one position worldwide in sales of selected female grooming products, such as wet shaving products and hair epilation devices. In addition, Gillette is the global market leader in manual and power toothbrushes.