On the outside the mailing contained a toothbrush and a message to the dog itself: 'Rex (the dog), have you told Amelia (the owner) there is a way you can have healthier teeth?'The idea was to associate the dogs' oral hygiene care, which many owners ignore, to the one humans carry out diligently every day.The answer to the question was inside the sample, with information for owners about the care to take and a sample of Dentastix.

Dog owners sent dozens of letters to Pedigree thanking them for having sent the sample and commenting on the fact that their dog had loved the product. Some were thankful that dog oral hygiene care had been explained to them as previously they had ignored it. Masterfoods informed us that sales increased after the mailing. However, we do not have quantitative data about this.