Pedigree DentaStix gives dogs a picture perfect, pearly white smile. But that’s not going to become a picture perfect selfie if your dog doesn’t look at the camera.

So Pedigree, the maker of the dental chew that cleans dogs’ teeth and freshens gods’ breath and its agency, Colenso BBDO, have developed a new product, Pedigree SelfeSTIX.

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

Ahmad Salim, group business director at Colenso BBDO added, “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.”

And Colenso’s campaign – spearheaded by a collection of very cool music-clip videos on social media – is luring people to their store to get their Pedigree SelfieSTIX, free with every purchase of DentaStix.

Cormac van den Hoofdakker, marketing manager of Pedigree commented, “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 full campaign Pedigree SelfieSTIX campaign covers digital, social, print and in store media, and has launched in New Zealand & Australia prior to a global rollout.

https://youtu.be/oZmHNk4N6sU

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