PEDIGREE: SelfieSTIX

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.

Campaign details

Advertiser: Mars PetcareBrand: Pedigree PetfoodsAgency: Colenso BBDO AucklandCountry: New Zealand

Objectives

PEDIGREE’s purpose is simple: to make the world a better place for dogs. So, in 2001, PEDIGREE launched DentaSTIX, an oral-care product that addressed a relatively unknown but widespread heath issue among dogs – gum disease.

DentaSTIX was a first-in-market, tasty oral-care product for dogs, clinically proven to reduce up to 80% of tartar build up. The novelty of the product was an instant hit. Owners became more aware of gum problems and dogs chewed happily away.

However, in New Zealand...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands