Duracell Smart Power Lab Powers Up New Year Celebration With 2011 Numeral Lighting in Times Square

Smart Power Lab to be deployed across the country in 2011 to provide power relief for areas recovering from natural disasters

News provided by

Procter & Gamble

Dec 31, 2010, 10:00 ET

BETHEL, Conn., Dec. 31, 2010 /PRNewswire/ -- For the third consecutive year, Duracell collected human-generated power to light the 2011 numerals during the New Year's Eve Ball drop ceremony in Times Square. Since the Smart Power Lab opened November 30, thousands of consumers and an array of celebrity VIP pedalers have ridden Power Rovers to generate energy, which powered the 2011 numerals for the first 30 minutes of the New Year.

(Photo: http://photos.prnewswire.com/prnh/20101231/CL23060 )

Throughout the month of December, Duracell hosted a variety of VIP events throughout the city, including the Broadway district, Meatpacking district, Madison Square Park and Times Square, providing New Yorkers and tourists alike with the chance to help power the 2011 numerals. Special guests included: Cee Lo Green, Star Jones, Kelly Rutherford, Ana Gasteyer, Chita Rivera, Joanna Lumley, Terrell Thomas, Carson Kressley, Robert Verdi, Tinsley Mortimer, Charlotte Ronson, Joey Wolffer, Eric Goldstein, Jo Lance, Richie Rich, Carla Hall, Padma Lakshmi, Kyle Richards, Reichen Lehmkhuhl, Rodiney Santiago, Aasif Mandvi, Tristan Wilds, Alex McCord, Simon van Kempen, Penn Badgley, and Daniel Kass.

Duracell's mobile Smart Power Lab provided people in New York City the opportunity to participate in the New Year's Eve celebration by donating their power to help light the 2011 numerals when the Ball dropped at midnight. With each push of the pedal on one of its Power Rovers, human energy was captured, converted into usable power, and stored in 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. Along with visiting the mobile Smart Power Lab during its stops around the city, people also visited Duracell's Smart Power Lab in the Times Square Visitor's Center to contribute energy.

"This year's Mobile Smart Power Lab helped us continue our tradition of giving New Yorkers and tourists an opportunity to participate in the iconic New Year's Eve celebration in Times Square," said Bob Jacobs, Duracell Marketing Director, North America. "The next phase of our journey will take the Mobile Smart Power Lab to cities across the country that are affected by natural disasters, to provide them with power and tools they need to reconnect with loved ones and start the recovery process."

As the brand's Times Square program came to a close Duracell announced that throughout 2011, the Smart Power Lab will be deployed to locations across the country to provide relief for areas affected by disasters such as hurricanes. Not only will it provide power relief, it will also offer relief product and provide a place for members of the affected community to recharge, reconnect and recover.

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

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

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