Direct > Use of Media
DOGS LOVE PEDIGREE
TEQUILA\, Amsterdam / undefined / 2006
Awards:
Overview
Credits
OVERVIEW
ClientBriefOrObjective
The goal was to come up with a remarkable idea to put Pedigree in the spotlight on world animal day. The new claim ‘for the love of dogs’ had to take a central position in the output. Instead of addressing dog owners, Pedigree now focuses directly on dogs.
Outcome
-Surprised and cheerful reactions from dogs and their owners.-More sales of Pedigree products at participating stores.-Promotion will be out rolled internationally.
Solution
For dogs their most important sense is their nose. Therefore scent was leading in our promotion. We placed stickers in the shape of a dog barge in front of supermarkets and pet stores. These stickers were treated with essence of Pedigree dog food and therefore irresistible for every dog passing by. They ran towards the sticker and began to lick, sniff and wagg their tails. Dog owners immediately knew what to buy on world animal day.
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