Pedigree Dentastix: Dogvertising

Marko Matejcic

Pedigree, a pet food brand, launched a campaign in Croatia to promote Dentastix and increase its market share.

Campaign details

Brand: Pedigree DentastixBrand owner: MarsLead agency: MediaCom ZagrebCountry: Croatia/HrvatskaIndustries: PetcareMedia channels: Online display, Outdoor, out-of-home, TelevisionBudget: 500k - 1 million

Executive summary

Pedigree Dentastix was under pressure in Croatia. Rivals were targeting the fast growing category of dog treats – with digital advertising and point of sale offers – and were gaining mark share.

The key insight was that pet parents are most engaged with their pets when they take them for a walk but that they are also very distracted by their dogs. The...

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