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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Pedigree and Colenso BBDO Teach Dogs ​to​ ​Selfie​ ​with​ ​New​ ​Product​ ​Development

11/09/2017
Advertising Agency
Auckland, New Zealand
295
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The campaign was made in order to launch the Pedigree SelfieSTIX
Pedigree and Colenso BBDO have made it easy for everyone to take perfect photos of their dogs with Pedigree DentaStix, partnered with a newly designed product - Pedigree SelfieSTIX.
 
Pedigree DentaStix is a dental chew that aims to freshen your dog's breath and give them a clean set of pearly whites. However, it's near impossible to capture that beautiful doggy smile when your dog doesn't look at the camera.




ChrisParker[2] (1).jpgTo remedy this, Pedigree and Colenso BBDO developed a companion product called Pedigree SelfieSTIX. SelfieSTIX is a simple clip that attaches an irresistible DentaStix to any mobile phone, resulting in the perfect dog photo every time.
 
An integrated campaign drives people in store to get their PedigreeInstagram[2].jpg SelfieSTIX, free with every purchase of DentaStix.
 
Says Cormac van den Hoofdakker, marketing manager of Pedigree: "People love taking selfies and heaps of people love taking selfies with their dogs. This should be a lovely shared moment of closeness, but we realised that the dog is just never looking at the camera. When usedSS_phone (1).jpg with a DentaStix, Pedigree SelfieSTIX makes it possible to get the most out of that moment."
 
Says Ahmad Salim, group business director at Colenso BBDO: "We wanted to find a way to help Pedigree DentaStix stand out beyond the general functional advertising of the category. Over the last two years, we've developed a new product that could turn the closeness between owners and their dogs into shareable moments. It's been a long time coming, but we're really excited to see Pedigree SelfieSTIX roll out across the world."
 
The Pedigree SelfieSTIX campaign targets all lovers of dog selfies through digital, social, print and in store media. It launches in New Zealand & Australia prior to a global rollout. Pedigree SelfieSTIX are available in participating retailers while stocks last.
 
Agency: Colenso BBDO
Client: Mars NZ
Cormac van den Hoofdaker, Marketing Manager
Giovana Peroni, Brand Manager
Akansh Hegde, Brand Assistant
Production Company: FINCH
Sound Design: Franklin Rd
Media Agency: MEC
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