Duracell: Bitter Truths

Shortlist Award

Bitter Truths

Duracell

United Kingdom

2025

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Singing Voice...

Dog...

Brother...

Entrant Company

VML UK

Program

Clio Health 2025

Advertiser Category

Consumer Brand Health Initiative

Medium

Print & Out of Home Craft

Category

Illustration / Graphic

Safety messages are usually easy to ignore. But with ingestion of lithium coin batteries by young children increasing by 400% since 2002, it was vital to tell parents about Duracell coating their batteries in a bitter substance, so children spit them out. ‘Bitter Truths’ is a series of OOH posters that mimicked the world of beloved children’s books, drawing parents and children in through familiarity, then surprising them with a ‘bitter’ and humorous twist. The headlines told harsh truths about life that ‘are too bitter for kids to swallow’ turning a PSA into something parents remember.

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Executions

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