News Summary

• Duracell is launching a new campaign featuring soccer champion Lionel Messi.
• The new spot starts airing on Wednesday.
• “The plan is to run it through the balance of the World Cup while all attention is on soccer,” says Todd Midura, vice president of marketing for Duracell.
• Limited-edition battery packs hitting retail in May will feature the athlete’s leg tattoo on the battery – the first time the company has incorporated outside marks from a promotional partner into the design of its product.