Content about D battery

March 28, 2012

More than 35 years after a DieHard battery charged a frigid car on a frozen lake in International Falls, Minn., as part of a television ad campaign, the battery brand is back at it. 

This time, it’s alkaline.

On Sunday during an ESPN2 broadcast, DieHard will debut its television commercial for DieHard alkaline batteries. Instead of a Chevrolet Chevelle driving across ice, the new commercial will show a battery-powered remote control car.

May 18, 2011

Columbus, Ohio-based Dorcy, a flashlight and battery manufacturer, is introducing DieHard branded alkaline batteries to the market. 

The DieHard brand on an alkaline battery was on display at the National Hardware Show in Las Vegas. 

"It's a natural," said Dorcy president and CEO Tom Beckett. "The DieHard brand has enormous goodwill, and this launch is a natural addition to our core business."

DieHard is a brand owned by Hoffman Estates, Ill.-based Sears Holdings. Dorcy is a longtime supplier of flashlights to Sears.