TV Spot Introduces New Duracell Powered BrickHouse Child Locator To Help

                       Parents Protect Their Children



    BETHEL, Conn., July 22, 2008 /EMWNews/ -- Imagine a sunny

day in the park with your two children. You turn to see why one of them is

crying and when you turn back, your other child is gone, nowhere to be

seen. Launching in July as the newest ad in its highly recognized "Trusted

Everywhere" campaign series, Duracell announces its partnership with

BrickHouse Security and its Child Locator, an innovative child tracking

device, with a scenario that every parent wants to avoid but can relate to

-- losing track of their child in a crowded public place.



    With the U.S. Department of Justice reporting that more than 2,000

children may be reported missing in a single day, Duracell's "Trusted

Everywhere" spot addresses an important issue and introduces a Duracell-

powered device from BrickHouse Security that can help keep wandering

children from becoming lost children. The commercial opens with a parent

and her son arriving at the park for an enjoyable afternoon at the

playground. Moments later, the parent starts to panic as she realizes that

she does not see her son and frantically scans the park for him. She

quickly pours out the contents of her purse to find the BrickHouse Child

Locator with Long Distance Alert. In a matter of seconds, she locates her

child thanks to the Duracell- powered device, and the scene closes with a

happy ending -- parent reunited with her child.



    In keeping with previous campaign messages, this year's "Trusted

Everywhere" spot underscores the importance of utilizing a reliable source

of power for electronic devices -- the BrickHouse Child Locator can be

trusted to work because it comes out of the box powered by Duracell

batteries.



    "Our new television spot drives home Duracell's commitment to child

safety," said Rick June, Duracell vice president and general manager. "We

are proud to provide the trusted power of Duracell batteries to the

BrickHouse Child Locator with Long Distance Alert to help parents keep

their children safe."



    The TV spot marks the sixteenth commercial for the six-year old

"Trusted Everywhere" campaign, which is airing on network and cable

programs nation wide. As part of its ongoing efforts to provide the

knowledge and tools to keep parents educated and children safer, Duracell

is also making valuable information available to families from another one

of its partners, the National Center for Missing & Exploited Children

(NCMEC) at its Web site http://www.duracell.com/childsafety .

    About Duracell



    Part of the Procter & Gamble Company [NYSE: PG], Duracell has been

powering people around the world for more than 40 years. Our products serve

as the heart of devices that keep people connected, protect their families,

entertain them and simplify their increasingly mobile lifestyles. As the

world's leading manufacturer of high-performance alkaline batteries,

Duracell also innovates in disposable, renewable and peripheral

technologies and markets general purpose flashlights. Visit

http://www.duracell.com for more information.



    About P&G (NYSE: PG)



    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(R), Tide(R), Ariel(R),

Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R),

Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R),

Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R),

Gillette(R), and Braun(R). The P&G community consists of 138,000 employees

working in over 80 countries worldwide. Please visit http://www.pg.com for

the latest news and in-depth information about P&G and its brands.



    About BrickHouse Security



    Headquartered in New York, BrickHouse Security

http://www.brickhousesecurity.com is dedicated to assisting the public and

government with their security, safety, protection, GPS tracking, covert

surveillance, and counter- surveillance needs. Each day the Company and its

products protect thousands of customers from around the world, utilizing

innovative concepts and technologies to meet their growing needs.

BrickHouse Security offers products designed solely for personal security,

safety, prevention, and retrieval of everything consumers hold important to

their hearts.