Colenso will teach your dog how to take a smiley selfie M+AD!

Pedigree NZ, with a little help from Colenso BBDO, has developed a global product that makes it easy for pet owners to take perfect photos of their dogs.

Every dog owner knows that it’s difficult to capture a beautiful doggie smile when your pet won’t look at the camera.

Now there’s a simple solution. First you feed them Pedigree DentaStix, a dental chew that freshens their breath and gives them a clean set of pearly whites – then you deploy a newly designed 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 SelfieStix – free with every purchase of DentaStix.

“SelfieStix is a simple clip that attaches an irresistible DentaStix to any mobile phone, resulting in the perfect dog photo every time.”

Colenso group business director Ahmad Salim said: “We wanted to find a way to help Pedigree DentaStix stand out beyond the general functional advertising of the category.

“Over the past 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.”

Peditree marketing manager Cormac van den Hoofdakker said: “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.”

The Pedigree SelfieStix campaign reaches pet owners through digital, social, print and in store media.

It launches in New Zealand & Australia prior to a global rollout.

CREDITS

Agency: Colenso BBDO
Client: Mars NZ
Marketing Manager: Cormac van den Hoofdaker
Brand Manager: Giovana Peroni
Brand Assistant: Akansh Hegde
Production Company: Finch
Sound Design: Franklin Rd
Media Agency: MEC