Duracell, the world’s leading manufacturer and marketer of high-performance alkaline batteries, today announced a multi-year marketing and promotional agreement with 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 #29 Team. 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.(Business Wire)(2-11-2004)
