Rayovac Debuts Beefed Up Alkaline Battery

Madison, Wis.—Staff Rayovac is taking its alkaline batteries to the next generation with the introduction of a new and improved performance unit, called Maximum Plus.

Claimed by the maker to be the longest lasting Rayovac alkaline battery ever, Maximum Plus offers up to an 11 percent average improvement in lasting power for all sizes compared to the company's current alkaline product. The battery has begun shipping.

Along with the new Maximum Plus, Rayovac has unveiled a whole new graphic look, which is incorporated into the company's logo, packaging, displays and battery cells. The "revolutionary" design features a new, high-tech, neon blue, black and silver color theme. A "racetrack" Rayovac logo — a circular element around the company name — is also new.

The design symbolizes the power and energy of Rayovac and is applicable across all product lines, the company said.

Television and print advertising, discount offers and a free-standing newspaper insert will support and build awareness of the new alkaline battery and packaging.