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Published on .

(March 28, 2001) -- Gillette Co. will relaunch its core Duracell battery product in June with product improvements adapted from the M3 technology introduced last year in its Duracell Ultra line. A $100 million global campaign from Omnicom Group's BBDO Worldwide, New York, will promote the copper-and-black battery, renamed under its popular nickname, Coppertop, and the tagline "Quality that lasts." The new repackaged products will be in stores in June, backed by Coppertop's first new ads in four years and a 40% increase in spending over 2000. -- Mercedes Cardona

Copyright March 2001, Crain Communications Inc.

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