Campaign details
Advertiser: Mars PetcareBrand: Pedigree PetfoodsAgency: Colenso BBDO AucklandCountry: New Zealand
Objectives
PEDIGREE’s purpose is simple: to make the world a better place for dogs. So, in 2001, PEDIGREE launched DentaSTIX, an oral-care product that addressed a relatively unknown but widespread heath issue among dogs – gum disease.
DentaSTIX was a first-in-market, tasty oral-care product for dogs, clinically proven to reduce up to 80% of tartar build up. The novelty of the product was an instant hit. Owners became more aware of gum problems and dogs chewed happily away.
However, in New Zealand...