Household & domestic

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How Mars’ Pedigree dog food climbed from obscurity to creative eminence in six years

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019

Pedigree, the dog food brand owned by Mars, has become a creative powerhouse through a nuanced, deliberate approach to engaging consumers.

The world's best FMCG campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.

Whiskas K.I.T: How cat content grew up to drive digital growth

Case Study • Diana Lopes, Emily Brydon, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Cat-food brand Whiskas used online to evolve its Kitten Kollege UK pilot to a global platform that drove sales and customer engagement.

Cesar: Twinning

Case Study • Lola Finney-Neves, Emily Brydon, WARC Awards, Entrant, Effective Innovation, 2019

Cesar, the pet care brand, ran an innovative social media campaign that targeted customers across eight markets: US, Russia, Italy, Japan, Canada, Spain, Sweden and Finland.

Behind the Effective 100 Rankings: The Pedigree Child Replacement Programme

Rankings • Colenso BBDO, New Zealand, Rankings Articles, March 2019

Pedigree's Child Replacement Programme, ranked fifth in this year’s Effective 100, ensured that Pedigree put as many dogs in homes as possible by taking a humorous approach to its communications in New Zealand.

Pedigree: The Child Replacement Programme

Rankings • WARC Effective 100, 2019

Pedigree, a pet food brand, wanted to disrupt the New Zealand market by creating a space for dogs in Empty Nester families.

Pedigree: SelfieSTIX

Rankings • WARC Creative 100, 2019

Pedigree, the pet food brand, transformed its treat product into a positive every day purchase in New Zealand through a campaign that created a mobile accessory and app that appealed to both pets and their owners.

Pedigree: The Child Replacement Programme

Rankings • WARC Creative 100, 2019

Contains the creative for the 'Child Replacement Programme' campaign for Pedigree by the agency Colenso BBDO in New Zealand.

Güd: Millennial Dogs

Case Study • MMA Smarties, Best in show, LATAM, 2018

Güd, a dog food brand, achieved 67 million impressions on social media, raising awareness of the brand in Brazil.

Smart Data Works: Delivering ideas for product improvement and shopper understanding

Research Paper • Nikolai Reynolds, Stefan Maas and Robert Wiggall, ESOMAR, Fusion, 2018

Mars Petcare, a pet food and animal care brand, cut through non-relevant data to better understand its shoppers' needs in the UK.

The megabrands: The top 100 FMCG brands worldwide

Article • Euromonitor Strategy Briefings, October 2018

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.

Mars Petcare México: Adoptafest - The biggest adoption event in Mexico

Case Study • SABRE Awards, Gold, LATAM, Consumer Products/Services, 2018

Pedigree, a pet food brand, launched Adoptafest in Mexico to encourage the public to adopt a dog through a digital activation and influencer outreach.

MARS NZ: Pedigree SelfieSTIX

Case Study • Direct Marketing Association - US, Gold, 2018

Pedigree, a pet food company, raised brand awareness and sales of DentaSTIX with an innovation allowing New Zealand users to take selfies with their dogs – using DentaSTIX and the accompanying SelfieSTIX.

My MAH Vet Offers

Case Study • MMA Smarties, Silver, North America, 2018

Merck Animal Health, an animal health company, launched an app for both vet clinics and pet owners to manage their coupons and rebates, which led to more sales of its flea and tick medication, Bravecto.

Nestlé SA (Household and domestic)

Article • Euromonitor Profiles, July 2018

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

Mars calls on brands to support wildlife projects

News • 25 June 2018

GLOBAL: Mars, the multinational food group and one of the biggest advertisers in the world, is calling on other brands to join it in a global initiative aimed at funding animal welfare and conservation projects.

Pedigree Child Replacement Programme

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018

Pedigree, a pet food brand, increased its sales and dog adoptions by creating the Pedigree Child Replacement Programme, which targeted the parents of children who have left their home in New Zealand.

Central Veterinary Clinic: Pooh – The Bionic Cat

Case Study • SABRE Awards, Gold Sabre Award For Healthcare Providers, EMEA, 2018

Central Veterinary Clinic, the biggest vet hospital in Bulgaria, and Let's Adopt Bulgaria, an animal charity, launched a campaign to raise public awareness about how we treat pets.

The world's best FMCG campaigns and companies 2018

Rankings • Rankings Articles, May 2018

Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.

Merck Animal Health: If This Dog Could Talk

Case Study • SABRE Awards, North America, Animal Care, 2018

Merck Animal Health, an animal health company, gained share of voice and market share in the US by launching the If This Dog Could Talk campaign, which gave dogs a voice.

Whiskas Kitten Kollege: Finding a voice amidst an internet obsession

Case Study • Diana Lopes, WARC Awards, Bronze, Effective Content Strategy, 2018

Cat food brand Whiskas created a branded content platform to consolidate its position in the UK as the reference in cat care and stand out in a crowded arena.

The trap of iconic brands that may be too old for their own good

Article • Geoffrey Precourt, Event Reports, ANA 2018 Brand Masters, March 2018

Land O’Lakes, the agriculture and food company, faced the challenge of blending its proud heritage with changing consumer tastes.

Pedigree: 'Child Replacement Programme' (New Zealand)

Rankings • WARC Media 100, 2018

Contains the creative for the 'Child Replacement Programme' campaign for Pedigree by the agency Colenso BBDO in New Zealand.

Mars Petcare builds direct relationships

News • 08 March 2018

PALM DESERT, CA: Mars Petcare, the pet food manufacturer, is constructing more direct connections with consumers as a means of transforming its business and building its brand alike.

How Mars Petcare learned to think like a direct-brand startup

Article • Geoffrey Precourt, Event Reports, IAB 2018 Annual Leadership Meeting, February 2018

Mars Petcare has moved beyond traditional means of promoting and selling products for cats and dogs in order to thrive in a changing consumer ecosystem.

Influencers in the media mix: Lessons from the 2018 WARC Media Awards

Article • WARC Exclusive, May 2019

Analyses four winning case studies from the 2018 WARC Media Awards, detailing their different approaches to influencers in the media mix.
The megabrands: The top 100 FMCG brands worldwide

Article • Euromonitor Strategy Briefings, October 2018

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.
How P&G’s “eyes on the consumer” insights drive product (and advertising) innovation

Article • Geoffrey Precourt, Event Reports, ANA Data and Measurement conference, September 2018

Procter & Gamble, the consumer goods giant, is using the power of data and analytics to complement its long-standing excellence in traditional modes of market research.
Pedigree Child Replacement Programme

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018

Pedigree, a pet food brand, increased its sales and dog adoptions by creating the Pedigree Child Replacement Programme, which targeted the parents of children who have left their home in New Zealand.
Find and accelerate revenue growth for brands: A new take on the brand purchase funnel framework

Research Paper • YeeMei Chan, Hernan Sanchez and Kimberley Hiu , ESOMAR, APAC, 2018

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.
OMO: Not another Tide ad, but probably the dullest content in history for the least active kids in history

Case Study • Tahaab Rais, Aakriti Goel, WARC Awards, Gold, Effective Social Strategy, and Live Special Award, 2018

OMO, the laundry detergent brand, used social media, PR and educational content to change attitudes and increase sales in the Middle East.