If you want to communicate with dogs, you have to understand completely what their needs are about. A dog lives in a world where scent has the number one place. In this world we address dogs with something they absolutely love; the scent of Pedigree dog food. The dog owner reacts to the enthusiasm of the dog and will respond accordingly, by purchasing a product of Pedigree.

-Surprised and cheerful reactions from dogs and their owners.-More sales of Pedigree products at participating stores.-Promotion will be out rolled internationally.