Panasonic has launched a range of batteries with new technology that delivers up to three times more energy than alkaline batteries in digital equipment.

The Digital Xtreme Power range uses technology called Oxyride, which is designed to cater for the rapidly growing market of digital high-drain appliances. A two-battery pack has a rrp of £2.99, while the four-pack is priced at £4.99.

Other new initiatives include improved performance for its alkaline batteries and the introduction of new packaging and Power brand name across the entire Panasonic battery range. The Power launch is being supported by Panasonic’s biggest ever marketing spend of £1m.

The campaign includes outdoor advertising, national press, targeted magazine advertising and sampling. Independent retailers will also benefit from a limited edition promotion – a four-pack of Xtreme Power alkaline batteries with two extra batteries free.

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