Campaign details

Advertiser: Mars Petcare
Brand: Pedigree Petfoods
Agency: Colenso BBDO Auckland
Country: New Zealand


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 the novelty was wearing off, sales started to stagnate and on top of that new copy-cat competitors threatened to steal share.1

To address both issues, our creative challenge needed to be two-fold:

  1. Make DentaSTIX relevant again, in a way that
  2. Encourages people to purchase DentaSTIX (rather than the competitor)