section may not adequately summarize key points of its contents . please consider expanding the lead to provide an accessible overview of all important aspects of the article . please discuss this issue on the article s talk page . november 2013 eveready battery company inc. type subsidiary industry batteries founded 1896 as the american electrical novelty & manufacturing company headquarters st. louis missouri u.s. key people alan hoskins ceo products energizer batteries eveready batteries parent energizer holdings website eveready batteries energizer batteries eveready battery company inc. is an american manufacturer of battery brands . eveready and energizer owned by energizer holdings . its headquarters are in st. louis missouri . 1 contents 1 history 2 gallery 3 advertising 4 see also 5 references 6 external links history edit on january 10 1899 american electrical novelty and manufacturing company obtained u.s. patent no. 617 592 filed 12 march 1898 from david misell an inventor . 2 this electric device designed by misell was powered by d batteries laid front to back in a paper tube with the light bulb and a rough brass reflector at the end . 3 misell the inventor of the tubular hand held electric device flashlight assigned his invention over to the american electrical novelty and manufacturing company owned by conrad hubert . 2 4 in 1905 hubert changed the name again to the american ever ready company selling flashlights and batteries under the trademark ever ready . in 1906 the british ever ready electrical company was formed for export of batteries ; it became independent in 1914 . in 1914 the american ever ready company became part of national carbon company . hubert stayed on as the president . the trademark was shortened to eveready . in 1917 national carbon company merged with union carbide to form the union carbide and carbon company . from 1917 until 1921 eveready used the trademark daylo for their flashlights and on their batteries . in 1957 employees lewis urry paul marsal and karl kordesch invented a long lasting alkaline battery using a zinc manganese dioxide chemistry while working for union carbide s cleveland plant . 5 6 the company did not aggressively market the invention however and instead continued to market the old zinc carbon battery . as a result the company lost significant market share to duracell . 7 prior to march 1 1980 the company s alkaline battery had been called the eveready alkaline battery 1959 1968 eveready alkaline energizer 1968 1974 and eveready alkaline power cell 1974 february 29 1980 . on march 1 1980 it was rebadged under its current name energizer . in 1986 union carbide sold its battery products division to ralston purina company for us1 .4 billion becoming the eveready battery company inc. a wholly owned subsidiary . at that time the eveready and energizer batteries held 52 percent market share . the company under ralston lost market share to rival duracell . in 1992 it bought the british ever ready electrical company manufacturer of gold seal and silver seal batteries from hanson trust 8 bringing its former subsidiary back under common ownership . in 1999 eveready sold its rechargeable battery division although it still markets them for retail sale . in 2000 ralston spun off eveready and it was listed on the new york stock exchange as a holding company energizer holdings inc. with eveready battery company inc continuing as its most important daughter company . the company s current us production facilities for batteries and battery parts are located in asheboro north carolina ; bennington vermont ; maryville missouri ; st. albans vermont ; and marietta ohio ; with a technology center for research located in westlake ohio . 9 there are also numerous production facilities outside the us . gallery edit misell s patent 617 592 1899 eveready flashlight energizer 2500mah rechargeable aa size cell an eveready a battery from 1943 . eveready gold size aa alkaline cells eveready energizer c battery . eveready d cell with 9 lives logo eveready rechargeable battery charger with eveready rechargeable batteries advertising edit external video first eveready batteries advertisement in indonesia in the 1920s the company sponsored the eveready hour on radio . in 1941 after the united states entered world war ii the slogan changed to change your batteries get a nickel to encourage economic growth . in the 1970s actor robert conrad was the spokesman for eveready alkaline power cells in which he compared his tough physique to the performance of the battery placed on his shoulder and daring someone to knock it off . in the early 1980s it utilized the slogan energized for life showing people using energizers in everyday situations . in 1986 the company highlighted an advertising campaign best known for mary lou retton averring it s supercharged in the late 1980s there was an advertising campaign featuring mark jacko jackson and his pitch line energizer it ll surprise you oi . 10 since 1988 the well known energizer bunny has been featured in its television ads . the bunny was based on the similar duracell bunny used in the uk . often the bunny would appear in competition with inferior rival battery supervolt which was based on duracell . in asia australia nz and the uk the mascot for energizer is a muscle bound anthropomorphic aa battery . he performs his actions with extreme speed which is intended to illustrate that energizer batteries are long lasting . this is primarily because duracell advertises their batteries in the market using the duracell bunny . both the eveready and energizer marques are used under license by auto parts magnate pep boys for their in house car batteries . 11 the energizer logo used by pep boys is similar to the 1980s era logo first used with the consumer dry cell batteries . both eveready and energizer are marketed as different brands in some markets in asia . this has led to the availability of both eveready gold alkaline batteries and energizer alkaline batteries on store shelves . however both are targeted at different market segments and eveready batteries tend to be marketed for lower end devices while energizer batteries are marketed for power hungry devices and are priced accordingly . see also edit eveready east africa eveready industries india battery holder references edit eveready battery company inc. privacy policy retrieved 2010 10 30 a b patent number 617592 by david misell . google.com . retrieved 2013 09 30 . history of batteries and other things . mpoweruk.com . retrieved 2013 09 30 . flashlight museum . wordcraft.net . retrieved 2013 09 30 . gabriel baird greater cleveland innovations thomas edison provided lew urry spark of idea for better alkaline battery cleveland plain dealer august 03 2011 web version ; accessed dec. 4 2011 us patent 2960558 english energizer holdings history international directory of company histories . retrieved 2010 10 30 assault and battery the fall of the ever ready empire . london the independent . 27 june 1993 . retrieved 2010 02 20 . where we work energizer website . retrieved 2010 10 30 jacko imdb pep boys offers energizer automotive batteries with lifecycle technology archived january 10 2009 at the wayback machine . external links edit wikimedia commons has media related to energizer holdings . energizer europe v t e energizer products energizer batteries eveready batteries subsidiaries eveready battery company affiliates eveready east africa eveready industries india other energizer bunny retrieved from https en.wikipedia.org w index.php title eveready battery company & oldid 739855267 categories consumer battery manufacturerscompanies based in st. louis county missouricompanies established in 1896hidden categories articles with wayback machine linkswikipedia introduction cleanup from november 2013all pages needing cleanuparticles covered by wikiproject wikify from november 2013all articles covered by wikiproject wikifycommons category without a link on wikidata navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages deutschespa olfran aisbahasa indonesia edit links this page was last modified on 17 september 2016 at 13 17 . text is available under the creative commons attribution sharealike license ; 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