Duracell as a brand realized that there were (and still are) many uses for batteries. And as technology advanced, the uses for batteries only increased. Duracell quickly became the world's leading producer of high-performance alkaline batteries. And while some people needed to power their child’s new toy, others needed to make sure their smoke detectors, and hearing aids worked. But whether you were making your children smile or ensuring their safety at home, Duracell knows that the battery just had to work. Establishing that reliable and consistent performance launched Duracell as the brand that was, and is, trusted everywhere.