Power struggle as energy drink faces battery charges

October 19: An energy drink packed in cans that look like Duracell batteries has sparked action from consumer goods giant Procter & Gamble, which owns the brand through its Gillette division.

Launched by El Niño Beverages in the Czech Republic in 2008, the drink is sold in slim 25cl cans made by Rexam and decorated with the same black and gold design as Duracell batteries. It first established itself in Eastern European markets, where the Duracell brand has only a small market share.

Now Gillette’s lawyers are trying to stop the energy drink being sold in Australia, where they think there is conflict between the brands.

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