This campaign was created, developed, and led by our co-founder and CCO while at TBWA\Chiat\Day
THE CHALLENGE:
Pedigree had a really effective treat called “Dentastix” that had the potential to do a lot of good for lots of dogs.
It had actually been clinically proven to reduce tartar build-up by up to 80%.
The challenge was to convey this important message in a way that didn’t get too rational and explain-y while living up to our “everything we do is for the love of dogs” strategy.
THE SOLUTION:
We invented a new product called, “Doggie Dentures” and offered it up as the solution for the 4 out of 5 dogs who suffer from gum disease.
THE RESULTS:
- Tripled dollar sales
- Tripled dollar share
- Campaign is still running globally after more than a decade
"Doggie Dentures" :30 Commercial
“Pug” Print Ad
“Doggie Dentures” Print Ad
“Doggie Dentures” Live Event