Global battery brand Duracell is spotlighting “bitter truths” in a new out-of-home campaign showcasing its innovative safety feature, coating its lithium coin batteries with a repulsive taste to discourage children from swallowing them.

Developed by creative agency VML UK, the bold creative is designed to grab the attention of parents and guardians, and underline the US brand’s commitment to child safety.

Crafted with children’s illustrators David Litchfield (creator of The Bear & The Piano) and Maxine Vee (a Canadian artist known for her work with Disney), and 3D animators Arcade Studio, the work offers unexpected twists on ‘bitter truths’ to deliver a powerful message about battery safety.

“Child Safety is a key issue for Duracell. We wanted to take a bold approach to communicate this serious message,” said Marco Montanaro, Associate Marketing Director at Duracell.

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“So, we’ve struck close to home. We knew that was what’s needed to cut through all the safety messages out in the world… with creative that might make some people feel uncomfortable, crafting something that is not only visually impactful but humorously resonates with parents everywhere with its tongue-in-cheek approach.”

The campaign will aim to maximise its impact via digital out-of-home executions, supported by a social media campaign to amplify awareness of the safety feature. Media planning and buying was handled by EssenceMediacom.

Ryan McManus, Chief Creative Officer at VML UK: “People generally ignore safety messages, so we decide to speak in a way that parents of young children wouldn’t ignore.

“We created a set of innocent kids’ illustrations from cartoons and bedtime stories, but within them sits a bitter truth, designed to capture the parents attention and tell them about this incredible safety feature.”