Cesar: Doorway of Doggie Delight

International pet food maker Cesar was stagnant in Taiwan and wanted to refresh its brand image and increase penetration in the wet dog food category.

Campaign details

Brand: CesarBrand owner: MarsLead agency: BBDO TaiwanContributing agencies: Carat, Artgital Interactive SolutionsCountry: TaiwanIndustries: PetcareMedia channels: Online display, Outdoor, out-of-home, Online video, Public relations, Social mediaBudget: Up to 500k

Executive summary

International pet food maker Cesar was stagnant in the pet food category. Wet dog food is considered a luxury treat in Taiwan, and this led to lower penetration and a preference for dry food. In 2017, Cesar launched a campaign to refresh its brand image and increase penetration in the wet food category....

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