Caramelo, the star of Pedigree’s new campaign (actually a movement) by Almap BBDO, represents all mixed-breed dogs. They’re not loved in Brazil. About 30 million animals are homeless, according to the Animal Abandonment Index conducted by Mars Petcare. Caramelos. Mixed-breed dogs are 90% less likely to be adopted. The movement by Almap BBDO and Pedigree aims to encourage responsible adoption, especially for dogs, and combat animal abandonment.
In addition to the Caramelo, which is a symbol of Brazilian culture in its own right, the movement is led by the actress, presenter, and influencer, Tatá Werneck, and supported by a team of national celebrities that include João Vicente de Castro, Alejandro Claveaux, Gabriel Louchard, Jhonatan Oliveira, Gustavo Tubarão, TET, and Viralatacaramelo, the brand’s ambassador.
With 12 adopted pets, Tatá Werneck is known for her love of animals and her support for animal welfare. She came to lead the cause after posting an indignant video on social media when she discovered that mutts like her dog, Maminha, can’t be registered for dog shows because they’re not purebreds. Pedigree came to Tatá’s support, and she and a group of friends kicked off the national campaign seeking to value and change the lives of the dogs that have become a national symbol – Brazil’s beloved Caramelos.
The campaign begins with the film, Pedigree Caramelo, that can be seen on multiple platforms and media channels, including in cinemas, OOH, YouTube, Meta, and TikTok.
The brand is dedicated to giving Caramelos everything that purebreds enjoy. Among its planned activities are a groundbreaking genetic study of 350 Caramelos, carried out in partnership with DNA Pets, to establish the physical, genetic, and health traits they all share. Another is the founding of the Caramelo Kennel Club, a community supported by Pedigree and designed to bring Caramelo lovers together, providing them with exclusive content, news adoption events, and relevant launches.
The brand will also put on the first-ever Caramelo Dog Show, starring the titular breed and other four-legged friends, which will also include a major adoption fair. Another significant campaign initiative is the repackaging of Pedigree products – now they’ll be illustrated with the photo of a Caramelo, in a major step towards recognising an animal that’s central to Brazilian culture and life.
“Pedigree sees the Caramelo as not only an icon of Brazilian culture, but a representative of all mixed-breed dogs,” explained Rodrigo Alfieri, global marketing manager for Pedigree “While awareness of pet homelessness is rising, factors like appearance, age, and coat color have a direct impact on these animals’ chances of being adopted. Pedigree is a democratic brand, just like the Caramelo, and that’s why we believe that together we can touch people’s hearts and get them on board with the movement to take our beloved Caramelos out of shelters and make them the most-adopted dogs in Brazil.”
“For someone who’s crazy about dogs, developing a campaign for Pedigree to boost adoption is a total honour. Our creative challenge was to make the Caramelo into an emblem of the cause, reframing its image in a positive, impactful light,” added Marco “Pernil” Giannelli, CCO of AlmapBBDO. “We want people to see them not just as ordinary dogs, but a symbol of affection, loyalty, and companionship – the things that make any dog, no matter their breed, special.”
Credits
Client: Mars [Pedigree]
Client Team: Approval: Natalia Ball, Fabio Aligns, Ignacio Inda, Rodrigo Alfieri, Ricardo Marinho, Clara Barin & Marina Moresco
Agency: AlmapBBDO
President & CEO: Filipe Bartholomeu
CCO: Pernil
Executive Creative Directors: Eduardo Lima, Fernando Duarte, Henrique Del Lama, Pedro Corbett & Rodrigo Adam
Creatives: Caique Llaguno, Gustavo Souza, Hiroito Takahashi & Isabella Remelli
Content: Fernando “Pandão” Cury
RTV: Diego Villas Boas, Victor Alloza, Mariana Golpian & Antonia Cid Ferreira
Client Services: Camilla Massari, Fernanda Portugal, Julia Marques, Manuella Gavioli & Ana Flávia Albuquerque
CSO: João Gabriel Fernandes
Strategy: David Gross, Filipe Yudi Nakaoka, Luana Rodrigues Sanches & Giovanna Rodrigues Orsatti
Special Projects: Julia Newman, Diego Honorato, Larissa Sarkis, Pedro Santi
Live: Siegfrid Frazao Keysselt Junior, Mila Andrade, Christiane Gonçalves Estrella, and Jeniffer Oliveira dos Santos
PR: Imagem Corporativa, PR Almap, and Giusti
Photography: Mariana Valverde & Estúdio Almap
Executive Production: 21 Sun
Almap Studio Coordinator: Stephanie Biekarck
Illustrations Production Company: Black Madre
Lettering: Ribeiro
Content Agency: T&P powerd by Fbiz
Media Agency: Essencemediacom
Production Company: Surreal Hotel Arts
Director: Oriol Barberà
CCO: Carlão Busato
Making of: Peveralli Filmes
Post-Production: Gafanhotto
Colour: Bleach
Audio Production: Raw Audio
