Bittering agent brand Bitrex has teamed with retailer Halfords to stock the substance, after being targeted with a direct mail promotion resembling a child’s pink picnic basket, asking customers ‘What happens if your Winter Car Care Range falls into the wrong hands?’
The basket, devised by Edinburgh marketing agency Family, will highlight the potential dangers of a car care product in the hands of a young child, and promote the use of Bitrex, products would be made unpalatable, and prevent children from swallowing harmful chemicals contained within.
Family was handed the brief of capturing the attention of large retailer’s key decision makes without a big budget, leading it to create a personalised, one-to-one communications aimed at busy individuals, who receive pieces of communication daily.
The pink picnic basket contains a small china tea set, with a bottle of screen-wash in the place of a teapot.
The hand-delivered basket mailing also allows recipients to taste Bitrex, including a taste test kit, and an informative leaflet including the ingredient offering.