To 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 Pedigree
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 used
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