Is the word 'bullshit' pejorative?

I am going to start a company and in the slogan there would be the word 'bullshit'. The point of using it, is to make the customers aware of that we only deal with serious, real things. We don't like bullshit. Because I am not a native english speaking man, I would be glad if someone could tell that is... show more I am going to start a company and in the slogan there would be the word 'bullshit'. The point of using it, is to make the customers aware of that we only deal with serious, real things. We don't like bullshit.
Because I am not a native english speaking man, I would be glad if someone could tell that is it proper to use such a word in business/marketing language, or when it comes to advertising, can I use that word?

Thank you for your answer in advance.
5 answers 5