Change smoke alarm batteries 'like clockwork'

							FOR IMMEDIATE RELEASE


                Change smoke alarm batteries ‘like clockwork’
        Many Canadian households are due to change alarm batteries now,
          according to new survey by Canadian fire chiefs and Duracell

TORONTO (Oct. XX, 2008) – A new survey reveals that about a third of Canadian households are
due to change the batteries in their home smoke alarms and there is never a better time to do
that than when setting clocks back for the fall, say Canadian fire chiefs.

About a third of Canadians (32%) polled in the seventh annual Duracell Fire Safety Survey
admitted that it has been at least 12 months since they last changed the batteries in their home
smoke alarms.

The Canadian Association of Fire Chiefs (CAFC) and Duracell are urging Canadians everywhere to replace
smoke alarm batteries at least once every year, and the fire chiefs suggest that the easiest way to
remember this is to change batteries when resetting clocks in the fall with the end of daylight saving
time. Getting into that habit eliminates the common problem of forgetting when batteries were last
changed or when new ones are needed, says the CAFC. Canadians change the clocks on Nov. 2 this year.

“Canadians need to be more proactive to maximize home fire safety,” said Bruce Burrell,
president of the Canadian Association of Fire Chiefs, Duracell‟s partner in the 2008 national fire
safety survey. “A working smoke alarm is the first line of defence in the event of a home
emergency, so keeping batteries fresh is critical. We are urging Canadians to get into the habit of
changing smoke alarm batteries „like clockwork‟ every fall to ensure they are protected in the
event of a home fire.”

As the CAFC marks its 100th anniversary, Duracell and Canada‟s fire chiefs partnered with
Canadian Tire Stores to choose Canada‟s Junior Fire Chief and a Junior Fire Chief in every
province and territory. Gregory from Lombardy, Ontario was named Canada‟s Junior Fire Chief
and will spend a day with Ottawa Fire Services Fire Chief Larabie, Deputy Chief Montone and the
rest of the Ottawa Fire Department.

The other Junior Fire Chief winners are:

       British Columbia – Kevin from Surrey, BC
       Alberta – Andrew from Calgary, AB
       Saskatchewan – Tyler from Hanley, SK
       Manitoba – Brooklyn from Estevan, SK
       Ontario – Shawna from St. Andrews West, ON
       Quebec – Thomas from Trois-Rivieres, PQ
       New Brunswick – Travis from Anderson Road, NB
       Nova Scotia – Jack from Halifax, NS
       Prince Edward Island – Brianna from Summerside, PE
       Newfoundland – Olivia from Marystown, NL
       Yukon – Juno from Whitehorse, YT
       Northwest Territories – Summer from Yellowknife, NT
       Nunavut – Kevin from Coral Harbour, NV


“Fire safety in the home is a serious issue and we will continue to support fire officials to get this
life-and-death message out to Canadians,” said David Stitt, business manager for Duracell. “We
want to make it easier for people to remember when to change the batteries and we urge
everyone to get into the habit of changing them when they change their clocks in spring or fall.”

To help Canadians remember the importance of changing the batteries in home smoke alarms at
least once a year, Duracell has created a specially-marked pack of batteries.

This special pack includes a sticker, which can be put on smoke alarms, calendars or where ever
household batteries are stored, to indicate the date when the batteries next need to be changed.
This will help eliminate confusion over when to replace batteries.

Canadians can also visit www.duracellfiresafety.com to request an e-mail reminder to change
their batteries on a date of their choice. The website also has a “tell a friend” feature allowing
Canadians to share the important fire safety information with their friends and family – and in
doing so, they can receive coupons for instant savings on the next purchase of Duracell batteries.

The seventh annual Duracell Fire Safety Survey was conducted by Omnitel*, a division of Acrobat
Research, between May 8th - May 11th and July 10th – July 13th, 2008 and involved a sampling of
1000 Canadians. The results are accurate to within +/-3.10%, 19 times out of 20.

About Duracell
Part of Procter & Gamble, Duracell is the world‟s leading manufacturer of high-performance
alkaline batteries. Duracell also sells various other types of batteries including lithium and zinc air
batteries, as well as rechargeable Nickel-Metal Hydride (NiMH) batteries and chargers. The
company also markets general purpose flashlights. Visit www.duracell.com for more information
about Duracell batteries.

About Procter & Gamble
Three billion times a day, P&G brands touch the lives of people around the world. The company
has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®,
Tide®, Always®, Pantene®, Mach3®, Bounty®, Pringles®, Folgers®, Charmin®, Downy®,
Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella, Gillette®,
and Braun. The P&G community consists of over 135,000 employees working in over 80
countries worldwide. P&G is the leading consumer products company in Canada with over $2.9
billion in annual sales. Please visit www.pg.ca for the latest news and in-depth information about
P&G and its brands.

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Media Contacts:

       Andrea Farnell                                        Janie Mercky
       Porter Novelli Canada (Toronto)                       Porter Novelli Canada (Montréal)
       (416) 422-7162                                        (514) 846-5607
       andrea.farnell@porternovelli.com                      janie.mercky@porternovelli.com

       Caroline Nybo                                         Alan Rego
       Porter Novelli Canada (Vancouver)                     P&G, External Relations
       (604) 602-6405                                        (416) 730-4768
       caroline.nybo@porternovelli.com                       rego.aw@pg.com


      Omnitel was previously a division of Maritz Canada.