The Westminster Dog Show is the Super Bowl of dog shows. As the main sponsor, Pedigree wanted to use this forum to educate dog owners about oral hygiene, and the fact that 4 out of 5 dogs develop gum disease. So we ‘denturised’ the world’s most elite dogs. Then, we dentured the dogs of New York City. We used these funny images to promote our message that “dogs don’t need dentures, they need Dentastix. The treat that prevents gum disease.” We projected over a hundred ads in real time on digital displays, emailed them to their owners, and posted the gallery online. It was a huge success. And Pedigree experienced record sales growth of 250%, tripling dollar sales and dollar share in the first three weeks.

Pedigree Dentastix experienced record sales growth.We tripled dollar sales and dollar share in first three weeks.These figures were 2 times higher than last year during this period.There was a 1200% increase in site traffic versus the prior month.14,000 unique session of the 'Denture Your Dog' application in the first week alone.