Mars PEDIGREE: SelfieSTIX

PEDIGREE, a pet food company, raised brand awareness and sales of DentaSTIX with an innovation allowing New Zealand users to take selfies with their dogs – using DentaSTIX and the accompanying SelfieSTIX.

Campaign details

Advertiser: Mars PetcareBrand: Pedigree PetfoodsAgency: Colenso BBDO AucklandCountry: New Zealand

Objectives

The objective for this work was to turn around a global brand in decline. But, perhaps more importantly for the long-term, it was also to test a whole new way of working, relying on one of our smallest markets to innovate, prototype and validate a scaleable solution for a big global challenge.

We'll come to our specific objectives, but first a bit of context.

The context

Gum disease is a nasty problem that affects four out of five dogs over three...

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