Bitrex cycles into the major retailers

Our design and advertising company, family, has produced an unusual piece of direct marketing for Bitrex® in order to reach that very 'hard to get' audience, the supermarket retailer.

Bitrex® is the most bitter substance in the world and just a tiny drop added to manufacturers' products make them extremely unpalatable. Which makes them safer: because if a child were to attempt to swallow something like a household cleaner, chances are they'd spit it out immediately.

So Bitrex® is targeting senior personnel in the UKs top 5 supermarkets to encourage them to put Bitrex® in their own-label products as part of their Corporate Social Responsibility remit. A notoriously difficult, but potentially lucrative, target audience, it needed something different to attract their attention.

So of course we sent them a child's bike. Followed by a child's helmet. The idea being that parents wouldn't buy their child a bike without a helmet to make it safer. So why would they buy household products that haven't been made as safe as they can be?

It's early days yet but signs are encouraging that the DM is going to be a success.