Duracell's New Resealable Packaging Helps Solve an Age-Old Problem

On POW!, we’ve covered all sorts of packaging innovations. But my favorite kind of packaging creativity comes from structural designs that serve to solve problems and make consumers’ lives easier. 

I wanted to highlight a package that I stumbled across on a recent shopping trip that will undoubtedly help me stay organized. And that is this pack of 12 AAA Duracell batteries. 

There’s no shame in admitting that we all have that one kitchen drawer that serves as a catch all for all of the random stuff that accumulates in our daily lives. And that drawer in my kitchen always seems to have an odd assortment of batteries lying around – and never the size that I need in the moment. 

To help consumers keep their batteries organized, Duracell has pivoted from the classic plastic shell with the paperboard backing, to a new resealable carton that consumers can reuse and keep their fresh batteries together, reducing the unnecessary household clutter. 

This is a great idea to leverage the power of packaging to solve a consumer problem. But how does the package work? 

The first step is to remove the perforated strip of paperboard on the back of the package, revealing the slide out tray, in which the 12 AAA batteries have their own nested positions, keeping them in place. The tray meanwhile, features a clear film protective layer that the consumer can peel away to access the batteries, then stick back in place to keep the product protected. The tray can then go back into the original carton, keeping everything nice and tidy. 

On the visual side of the package, Duracell has done a great job of not overloading the carton with product claims, allowing the classic black and copper color scheme to shine, calling out the premium nature of the brand’s Optimum line of batteries. 

The flood of matte black provides the perfect backdrop for the copper text and graphics to stand out on the front panel, which also includes a window into the package so the consumer can see exactly how the batteries nest into the removable tray. Meanwhile, the back panel offers insight into the Optimum product line and provides a visual demonstration of how the resealable package works. 

So often, a successful package is considered to be one that protects the product inside and communicates well with the consumer. But when a package can do both of those things while improving the consumer’s ease of use, it’s almost always a win for brand loyalty. 

This video originally appeared on Packaging Impressions. If you’ve seen an innovative package, contact Cory Francer at