1970 Birth of the Icon

In 1971, Duracell introduces its iconic copper & black colors which symbolize the conductivity, strength and superiority of its battery formula. Duracell batteries are the first batteries to advertise on TV, and quickly become part of everyday household vernacular, with the catchy advertising slogan: “No other battery looks like it. No other battery lasts like it.” In 1973, Birth of the Duracell Bunny. New York advertising agency Dancer, Fitzgerald and Sample create the memorable ‘Drumming Bunny’ TV advertisement. Ever since, the bunny has epitomized Duracell’s superior battery longevity compared to ordinary zinc carbon batteries. Over the years, the Bunny character has evolved from a simple toy into a playful and well-loved brand icon who adds warmth and personality to the Duracell brand.