Building ambassadors for the bitterest brand in the world.
Bitrex is a bit of a mouthful, in more ways than one!
We were asked to help Bitrex grow their social audience and drive people to sign up as 'Child Safety Ambassadors', to spread brand awareness among parents and to promote safety in the home. This bittering agent is added to household products to help make them safer for kids (its chemical name is denatonium benzoate, but they decided Bitrex was more palatable!).
Bitrex needed a campaign to generate more brand awareness, particularly among parents. The aim was to create an engaged audience of ‘Child Safety Champions’ who would act as brand ambassadors on social media and in real life too.
The brand’s core value is child safety, so we started there. We decided on a tagline, ‘Kids Can Be’, which became a suite of images showing the limitless things children can be and that Bitrex helps ensure that whatever they want to be, they’re always safe.
To really get people on board, we needed them to taste Bitrex for themselves! We filmed a bespoke brand video and designed a mailer to send to parents, which included a taste test strip so they could experience the bitterness for themselves (be warned, it’s truly disgusting!).
And the results were nothing to be bitter about!
Working with Sunshine over the past 3 years has been a joy. They are responsive to our needs and always produce high quality, innovative content, from full marketing campaigns to arranging public marketing events – Siobhan Hanlon, Business Manager