Duracell is the high-performance alkaline batteries specialty cells and rechargeable. Since its foundation in the early 1940s the company has become an iconic personal power brand trusted for compact and longer-lasting batteries. And at the heart of it all has been the Duracell Bunny. Our story begins in the early 1920s with an inventive scientist named Samuel Ruben and an eager of tungsten filament wire named Philip Rogers Mallory.