Schmackos: Sales go wacko for Schmackos

Schmackos, a dog food brand, reversed a five-year sales decline by reinvigorating a 30-year-old campaign platform of 'Dogs go wacko for Schmackos' in Australia.

Campaign details

Brand: SchmackosAdvertiser: Mars PetcareEntrant: adam&eveDDB Category: Single MarketPrincipal author: Jack Spicer, adam&eveDDB Contributing authors: Luke Williams, adam&eveDDB ; Les Binet, adam&eveDDB ; Heather Alderson, adam&eveDDB ; Nick Topham, MediaCom; Grace Kite, Magic Numbers; Leo Vanduynslager, Magic Numbers

Summary

This is the story of how Schmackos, Australia's dog treat brand, reversed a five-year sales decline by reinvigorating a 30-year-old campaign platform of 'Dogs go wacko for Schmackos', radically refreshing its distinctive animated assets of Roger the dog and owner Dorothy. The majority of media spend was invested in...

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