GILLETTE TO CUT PRICE ON DURACELL

But Will Increase Ad Spending on Latest TV Campaign

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CINCINNATI (AdAge.com) -- Gillette Co., Boston, today said it will try to put a charge back into its long-troubled Duracell battery business by cutting the price of its category-leading AA and AAA alkaline batteries by 13%.

Gillette also said it will cut

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spending on off-price retail promotions but increase spending on its "Trusted Everywhere" TV campaign by Acme Idea Co., Norwalk, Conn.

In a statement, Gillette Chairman-CEO James Kilts said the move was prompted by a need to reduce the price gap with competitors Energizer Co. and Rayovac Corp.

Gillette said it expects sales of Duracell to decline by mid-single digits in 2003 because of the price cuts but for profits to remain about flat with 2002 as unspecified cost cuts combined with reduced promotion spending make up for lower prices.

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