Household & domestic

Rankings • WARC Effective 100, 2020

Whiskas, the cat-food brand, increased online sales in the UK by creating a global content platform.

Rankings • WARC Media 100, 2020

Güd, an online dog food brand, raised brand awareness in Brazil by turning misspelled dog breeds into opportunities to adopt abandoned dogs.

Nestlé SA (Pet care)

Article • Euromonitor Profiles, February 2020

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the pet care market.

Mars' Jane Wakely: "Innovation needs to move, entertain or drive utility"

Opinion • Lucy Aitken, February 2020

Jane Wakely, Global CMO for the Pet Nutrition business at Mars, is chairing the Effective Innovation category at the 2020 WARC Awards.

Colgate-Palmolive Co (Petcare)

Article • Euromonitor Profiles, January 2020

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive.

Mars Inc (Household and domestic)

Article • Euromonitor Profiles, January 2020

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

GÜD: Rescue Dogz

Case Study • MMA Smarties, Best in show, X (Global), 2019

Güd, an online dog food brand, increased brand awareness by developing a stray-dog adoption campaign that took advantage of people’s spelling mistakes around dog breeds as a way to drive traffic to a rescue center in Brazil.

Sheba: Dogs have owners, cats have willing staff

Case Study • Account Planning Group - (UK), Entrant, 2019

Sheba, a cat food brand by Mars Incorporated, replaced its previous earnest, serious campaign tone with something more humorous, which led to Sheba becoming the number one wet cat food brand in Australia and Europe.

Pedigree: Dog Dates – Doing Some Good in Europe

Case Study • Account Planning Group - (UK), Entrant, 2019

Pedigree, a petcare brand, launched Dog Dates across the UK and Europe, which matched lonely elderly people with dog owners in the area to get them to go on dog walks and socialise out of the house.

Whiskas: How cat content grew up to drive digital growth

Case Study • Account Planning Group - (UK), Entrant, 2019

Whiskas, the cat food brand, 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.

Dreamies: Pavlov's cats – How we brokered a connection with the most fickle creatures in the world

Case Study • Account Planning Group - (UK), Entrant, 2019

Dreamies, the cat food brand, boldly levelled with cat owners in a funny way, which saw it being aired first in Canada and later aired across Western markets.

Himalaya Companion Care: Purrfect IPL

Case Study • Emvies, Silver, 2019

Himalaya Companion Care, a pet care brand, increased awareness and sales of its new pet food in India by redesigning an area in a cricket stadium that allowed pet owners to bring their dogs to the match.

PEDIGREE: SelfieSTIX

Case Study • Case Studies on WARC, Creative Effectiveness Winner, 2019 Spikes Asia

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.

Cesar: Doorway of Doggie Delight

Case Study • Gaby Huang, WARC Prize for Asian Strategy, Entrant, 2019

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.

Mars Petcare innovates for the future of petcare with Kinship

Article • David Tiltman and Anna Hamill, WARC Exclusive, July 2019

Kinship, an investment fund and start-up accelerator owned by Mars Petcare, offers insights into new ways that large companies can innovate with data and direct to consumer business models.

Advance: Pet Talks

Case Study • MIXX Awards, Bronze, Integrated Advertising, 2019

Advance, the specialist pet food brand, launched Pet Talks to reach pet owners in Spain resulting in 15m video views.

Mars’s strategy to achieve gender equality in advertising

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2019

Mars, the food manufacturer, is taking various steps as it seeks to achieve true gender equality in its advertising.

Pedigree takes DentaStix to the next level

News • 20 June 2019

Pedigree is building on the success of the SelfieStix campaign for its DentaStix oral health treat for dogs with the US launch next week of DentaStix Studios, which takes the idea of AR filters for dogs to a new level.

Mars PEDIGREE: SelfieSTIX

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019

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.

Fresh Step: Clean Paws

Case Study • Effie Worldwide, Bronze, North American Effies, 2019

Fresh Step, an odour-eliminating cat litter brand, launched a Cats on Glass Gallery in the US that showed viewers the underside of real cats' paws to show the effectiveness of its new litter product, Clean Paws.

Supreme Source: 10-Day detox pet program

Case Study • Effie Worldwide, Gold, North American Effies, 2019

Supreme Source, a pet food brand, increased sales in the US by challenging its shoppers to a 10-day detox which drove awareness and visits to a promotional microsite with exclusive offers.

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, Gold and Long-Term Idea Award, 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.

Sheba: #HypnoCats

Case Study • Kaori Yatsu, Aisha Takashima, WARC Awards, Entrant, Effective Content Strategy, 2019

Cat food brand Sheba launched its first digital campaign in Japan to reverse a declining sales trend and outperform the competition.