Duracell has teamed up with iTunes for an on-pack promotion as part of its ’Summer of music’ activity. Consumers get a free iTunes download with every purchase of special AA4, AAA4, C2 and D2 packs of Duracell Ultra M3 and Plus batteries.

The promotion is supported by online advertising, radio sponsorship and in-store activity. Paul Lettice, trade communications manager at brand owner P&G, commented: "With summer festivals approaching and an increasing number of battery-powered devices being used, now is a great time to really tap into this growing market."

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