Duracell Rovers Power Up Manhattan's Meatpacking District

Human-Generated Power to Light New Year's Eve 2011 Numerals In Times Square for Third Consecutive Year

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Dec 09, 2010, 04:58 ET

BETHEL, Conn., Dec. 9, 2010 /PRNewswire/ -- The mobile Duracell Smart Power Lab continued its tour of New York City today with a visit to one of New York's centers of fashion, the Meatpacking District. Carson Kressley, Robert Verdi, Tinsley Mortimer, Joey Wolffer, Eric Goldstein, Charlotte Ronson, Richie Rich, and Jo Lance, not only helped welcome the mobile pop-up, but also jumped on Power Rovers to help Duracell light the 2011 numerals in Times Square on New Year's Eve.

(Photo: http://photos.prnewswire.com/prnh/20101209/CL15445 )

Fresh off its visit to the Broadway theater district last week, the mobile Duracell Smart Power Lab will host a variety of VIP events throughout the city during the month of December providing New Yorkers and tourists alike with the chance to help power the 2011 numerals. As part of the mobile Smart Power Lab's visit to iconic neighborhoods around the city, Duracell has made a contribution to the Meatpacking District Initiative in recognition of the Meatpacking District's strong connection to fashion in New York.

Duracell's mobile Smart Power Lab continues the brand's tradition of providing people in New York City the opportunity to participate in the New Year's Eve celebration in Times Square by donating their power to help light the 2011 numerals when the Ball drops at midnight. With each push of the pedal on one of its Power Rovers, human energy is captured, converted into usable power, and stored in Duracell Batteries. The energy's journey ends at One Times Square, where, with the eyes of the world watching, the trusted power of Duracell lights up the 2011 numerals as the New Year's Eve Ball drops and the clock strikes midnight. Along with visiting the mobile Smart Power Lab during its stops around the city, people can also visit Duracell's Smart Power Lab in the Times Square Visitor's Center to contribute energy.

"Duracell is excited about touring our Power Rovers to these different neighborhoods in New York City," said Bob Jacobs, Duracell Marketing Director, North America. "Each area in the city has its own distinct energy and we are happy to tap into that as well as supporting the organizations, like the Meatpacking District Initiative that continue to foster and develop it."

In addition to helping 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.

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 the special guests that will lend their energy to help power the New Year, too.

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