Duracell controversies
Controversies tied to this brand in public sources. A listing is not a finding of fault.
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2019
Energizer sues Duracell over Optimum battery advertising claims
Lawsuit filed
Energizer sued Duracell, alleging that Duracell's Optimum battery packaging and television commercials misled consumers by implying that the batteries were more powerful and lasted longer than rival batteries. Energizer sought damages and a halt to the advertising it described as improper. The source reports no court determination in the matter.
Source excerpt
Energizer Holdings Inc said Duracell, a unit of Warren Buffett’s Berkshire Hathaway Inc, engaged in false advertising for Optimum with packaging that said its batteries offer “extra life” and “extra power,” and TV commercials that said: “Both is better than not both.”
The St. Louis-based company is seeking damages for false advertising under New York law and the federal Lanham Act, and a halt to any improper advertising.
The maker of Energizer batteries sued the maker of Duracell batteries on Monday, accusing Duracell of duping consumers by implying that its new “Optimum” AA and AAA batteries are more powerful and last longer than all rival batteries.