Duracell's "Bitter Truths" campaign takes a fun and slightly dark approach to highlight its innovative product safety feature: a repulsive bitter coating on lithium coin batteries to discourage ingestion by children.
Bitter Truths
A bold child safety campaign using innocent illustrations to deliver a message too bitter to ignore.
Kunde
- Duracell
Standorte
- London
The increasing use of lithium coin batteries in everyday products has led to a rise in child ingestion accidents, with related incidents quadrupling since 2002.
The campaign was inspired by the need to cut through the noise of typical safety messages and grab parents' attention with a bold and memorable approach.
To create a series of playful illustrations in the style of children's books, but with unexpected twists that reveal the "bitter truths" about the dangers of battery ingestion.
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