Duracell Power Rovers Return to Times Square to Help Light Up the New Year

Human-generated power to light 2011 numerals in Times Square on New Year's Eve

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Nov 30, 2010, 05:01 ET

BETHEL, Conn., Nov. 30, 2010 /PRNewswire/ -- Duracell announced today it will continue the tradition of powering the New Year by launching Smart Power Labs in New York that will allow people to donate their energy to light the 2011 numerals in Times Square on New Year's Eve. Visitors can ride Duracell Power Rovers at multiple locations, including inside the Times Square Visitor Center, and aboard a pop-up Mobile Smart Power Lab which will visit locations across New York City through the end of the year. Every Monday Duracell's Facebook page (Facebook.com/Duracell) will provide updates on the schedule of locations for the pop-up Mobile Smart Power Lab, and also feature exclusive content from all the special guests that will be lending their energy to help power the New Year, too.

(Photo: http://photos.prnewswire.com/prnh/20101130/CL09548-a )

(Photo: http://photos.prnewswire.com/prnh/20101130/CL09548-b )

For the third year in a row, New Yorkers and tourists alike will have the chance to help power the 2011 numerals by hopping aboard one of four Duracell Power Rovers and pedaling. With each push of the pedal, this human energy is captured, converted into usable power, and then routed and stored at Duracell Batteries. The energy's journey will end at One Times Square, where, with the eyes of the world watching, the trusted power of Duracell will light up the 2011 numerals as the New Year's Eve Ball drops and the clock strikes midnight.

"Duracell is committed to delivering power that people trust, when they need it most, and the official New Year's Eve Ball Drop celebration in Times Square is no exception," said Bob Jacobs, Duracell Marketing Director, North America. "We welcome everyone in the New York City area to join us in powering the New Year, by visiting one of the Duracell Smart Power Labs."

In addition to the opportunity to help light up the New Year, visitors can recharge their mobile electronic devices – such as cell phones, smart phones, BlackBerrys, digital cameras, iPods, MP3 players, portable gaming devices and more – at Duracell Charging Stations available on the Duracell Mobile Smart Power Lab. Guests can also pose for a photo with a replica of the 2011 numerals.

In the coming month, Duracell will host a variety of special guests on the Power Rovers, where VIPs will participate in power generation – pedaling one of the Duracell Power Rovers. NBC's Celebrity Apprentice's Star Jones, Gossip Girl cast member Kelly Rutherford, former Saturday Night Live cast member Ana Gasteyer, Giants starting cornerback Terrell Thomas, Broadway star Joanna Lumley (La Bete) and stage legend Chita Rivera will pedal for power. In recognition of their contribution, Duracell has made a donation to Broadway Cares/Equity Fights AIDS, one of the nation's leading industry-based, nonprofit AIDS fundraising and grant-making organizations.

To access official photos and videos from the Duracell Smart Power Labs, please visit: magicbulletmedia.com/MNR/DuracellSmartPowerLabs

The Duracell Smart Power Labs are being held simultaneously with the annual Charmin Restrooms in Times Square, which has returned for the fifth consecutive year. The Restrooms give tourists and local New Yorkers a free, clean and family-friendly bathroom experience. The Restrooms are in a new location at 142 West 42nd Street between 6th and 7th Avenues and will be open to the public November 22 through December 31. For more information, visit www.enjoythego.com.

Hours of Operation

The Duracell Smart Power Lab at the Times Square Visitor's Center is open now through December 29 from 9 a.m. to 7 p.m. Monday through Friday, and 8 a.m. to 8 p.m. on Saturday and Sunday. It is located inside the Times Square Visitor Center on 7th Avenue, between West 46th and 47th streets. The installation will close at 7 p.m. on Christmas Eve and will be closed on Christmas Day. More information on the Times Square Visitor's Center can be found at www.TimesSquareNYC.org.

Consumers outside of the New York City area can share in the experience by visiting Facebook.com/Duracell. Site visitors can find updates of the power collection, view photos of the Power Rovers and more.

About Duracell

Part of the Procter & Gamble Company (NYSE: PG), Duracell has been powering people around the world for more than 40 years. Our products serve as the heart of devices that keep people connected, protect their families, entertain them and simplify their increasingly mobile lifestyles. As the world's leading manufacturer of high-performance alkaline batteries, Duracell also innovates in lighting, renewable power and wireless charging technologies to help consumers live life without limits. Visit www.duracell.com for more information, follow us on Twitter.com/Duracell_Power, and like us on Facebook.com/Duracell.

About Procter & Gamble

Four 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®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®.

The P&G community includes approximately 127,000 employees working in about 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