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Arthritis Foundation Grants Ease-Of-Use Commendation to Duracell EasyTab Hearing Aid Battery
Date:4/9/2008

BETHEL, Conn., April 9, 2008 /PRNewswire/ -- More than 46 million people -- one in five adults -- in the United States report having a form of doctor-diagnosed arthritis.(1) Many of these adults also suffer from hearing loss and face dexterity challenges when changing their hearing aid battery. Duracell(R) today announced that the Arthritis Foundation(R), a non-profit organization committed to the health and well being of those with arthritis, has recognized the Duracell EasyTab(R) hearing aid battery with the Foundation's first-ever hearing aid battery commendation for ease-of-use. The official commendation seal, which identifies products that make living with arthritis simpler, will now appear on Duracell EasyTab packaging.

According to hearing instrument specialist Camille Catalano, hearing health and dexterity issues often go hand in hand, whether a function of arthritis or age. "Handling very small hearing aid batteries can be difficult for patients with dexterity challenges," said Catalano. "The design of the Duracell EasyTab takes the worry out of changing batteries so patients can focus on other issues that are affecting them on a day-to-day basis."

The Duracell EasyTab hearing aid battery features the longest tab of any hearing aid battery on the market today, making it easy to remove from the packaging, hold and insert. Additional design benefits include compact, but simple-to-open packaging and color-coded batteries to make distinguishing size effortless on-shelf and at home. The unique EasyTab design has earned several industry awards including the Pharmacy Times "Master's Circle" Award and the 2007 Pharmacist Recommended OTC Achievement Award.

"For people with arthritis, seemingly simple daily tasks can sometimes mean severe pain and increased frustration," said Scott Walters, group vice president, Corporate Relations, Arthritis Foundation. "Through our ease-of-use commendation, we hope to help people with arthritis find products that improve their daily lives and perform essential tasks, such as changing their hearing aid battery."

The Arthritis Foundation commendation comes on the heels of a new online hearing health campaign from Duracell launched at the AARP convention in December 2007. The EasyTab "We Hear You" campaign was created as more mature adults turn to the Internet to seek information about their health. The Duracell Web site now offers a place to learn more about hearing health and testing as well as finding a local hearing specialist. For more information, visit http://www.duracelleasytab.com .

"Duracell has a long history of developing products that help make everyday life simpler," said Rachel Calomeni, brand manager, North America, Duracell. "Our Duracell EasyTab battery is a great example of a product designed specifically with the consumer in mind. Recognition by the Arthritis Foundation is an important commendation because it speaks directly to EasyTab's ability to meet the needs of those who rely on our product every day."

Duracell EasyTab now lasts up to 15 percent longer(2), making it the longest lasting Duracell hearing aid battery to date. Available in size 10, 13, 312, and 675, Duracell EasyTab will power all conventional and digital hearing aids in the market including CIC, ITC, ITE and BTE styles. Available in 12-packs, Duracell EasyTab is sold at mass, drug, grocery and specialty stores nationwide. New packaging, including the new ease-of-use seal, will arrive on store shelves in this month. The suggested retail price for Duracell EasyTab hearing aid batteries ranges from $9.49 to $15.99.

About Duracell

Part of The Procter & Gamble Company (NYSE: PG), Duracell is the world's leading manufacturer of high-performance alkaline batteries. Duracell also sells various other types of batteries, including lithium and zinc air batteries, as well as rechargeable Nickel-Metal Hydride (NiMH) batteries and chargers. The company also markets general purpose flashlights. Visit http://www.duracell.com for more information about Duracell batteries.

About Procter & Gamble

Three 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(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

About the Arthritis Foundation

The Arthritis Foundation is the leading health organization addressing the needs of some 46 million Americans living with arthritis, the nation's most common cause of disability. Founded in 1948, with headquarters in Atlanta, the Arthritis Foundation has multiple service points located throughout the country.

The Arthritis Foundation is the largest private, not-for-profit contributor to arthritis research in the world, funding more than $380 million in research grants since 1948. Celebrating its 60th anniversary this year, the foundation helps individuals take control of arthritis by providing public health education; pursuing public policy and legislation; and conducting evidence-based programs to improve the quality of life for those living with arthritis. Information is available 24 hours a day, seven days a week at 1-800-283-7800 or http://www.arthritis.org .

(1) National Center for Chronic Disease Prevention and Health Promotion:

MMWR 2006; 55(40):1089-1092 (Data Source: 2003-2005 NHIS)

(2) Duracell EasyTab sizes 10, 13, and 312


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SOURCE Procter & Gamble
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