A bitteR news for rats
Rat’s chew or gnaw to stop their incisors from growing. UPL’s formulation utilises this rodent trait for their Rat Repellent Spray bitteR. The spray coats cables and wires and inflicts a bitter shock to the rodent teeth when chewed. For upto 60 days, the high potency of the formulation prevents the rat from returning.
Communication Strategy
The communication development demanded strong visual and messaging that expressed a decisive victory for the user. The loud, comic strip approach was suited for strong impact.
Over the top illustration style. Loud visual expression of disgust. Two legged rat with human limb characteristics.Conscious attempt to make it non-cutesy, but at the same time, non-repulsive
Interaction with the illustrator
Over the top illustration style. Loud visual expression of disgust. Two legged rat with human limb characteristics.Conscious attempt to make it non-cutesy, but at the same time, non-repulsive https://www.bitter-rat.com/
Packaging
A packaging with strong shelf-throw.
Outdoor advertising
A war cry that celebrates the riddance of rats. Without killing, poisoning or trapping. The communication popped out in the media with a head turner effect .
Online Marketplaces
The D2C channel of sales was activated on Amazon, Flipkart and leading online marketplaces. Amazon A + Content with Amazon in-channel advertising
Digital Marketing
Digital marketing: Facebook and Instagram to spread awareness and drive traffic to the D2C channels. Google search advertising with branded and category keywords, for high intent traffic that leads to conversions
Optimizing the impact of performance marketing
An encouraging mix of high CTR , low CPC and strong sales figures from the D2C channel