Pedigree teaches dogs to selfie with new product launch 'Pedigree SelfieSTIX' via Colenso BBDO

SS_photos (1).jpgPedigree and Colenso BBDO have made it easy for everyone to take perfect photos of their dogs with Pedigree DentaStix, partnered with a newly designed product - Pedigree SelfieSTIX.
 
Pedigree DentaStix is a dental chew that aims to freshen your dog's breath and give them a clean set of pearly whites. However, it's near impossible to capture that beautiful doggy smile when your dog doesn't look at the camera.

WATCH THE SHOT ON SELFIESTIX SPOT
WATCH THE FEATHERS SPOT
WATCH THE DUCKFACE SPOT
ChrisParker[2] (1).jpgTo remedy this, Pedigree and Colenso BBDO developed a 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 PedigreeInstagram[2].jpg SelfieSTIX, free with every purchase of DentaStix.
 
Says Cormac van den Hoofdakker, marketing manager of Pedigree: "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 usedSS_phone (1).jpg with a DentaStix, Pedigree SelfieSTIX makes it possible to get the most out of that moment."
 
Says Ahmad Salim, group business director at Colenso BBDO: "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."
 
The Pedigree SelfieSTIX campaign targets all lovers of dog selfies through digital, social, print and in store media. It launches in New Zealand & Australia prior to a global rollout. Pedigree SelfieSTIX are available in participating retailers while stocks last.
 
Agency: Colenso BBDO
Client: Mars NZ
Cormac van den Hoofdaker, Marketing Manager
Giovana Peroni, Brand Manager
Akansh Hegde, Brand Assistant
Production Company: FINCH
Sound Design: Franklin Rd
Media Agency: MEC

13 Comments

weird said:

bought something that looks exactly the same as that but blue for my mum's dog a couple year's ago

The Judge said:

I'm confused. If the product has been done before and this blog is all about original work, then why is this in here?
Anyone whom has ever developed a product knows that the first thing you do is make sure that it has not been done before. Two years in the making and no one had the guts to say stop, it's been done? How desperate must you be? Disappointing.

@seems original said:

That is from 7 weeks ago. You really think they saw that and turned around an entire campaign with a product in that amount of time.

Not saying this is the best thing I have ever seen, but to claim they ripped this off from something that recent is just ridiculous.

@ @seemsoriginal said:

The link that @Seemsoriginal posted is from 7 weeks ago, but a quick google will show that product has been around on different blogs and websites since early in the year.

Let's stop stealing ideas off kickstarter and the like.

Our job said:

In this industry is to help our clients sell their products. I bet this will get people buying dentastix, and I bet the clients won't care that someone in another continent did the same thing with a tennis ball.

What's right for your clients won't always be the most original thing in the world. That doesn't mean it isn't still the right thing to do.

@our job said:

Let's not play ignorant here. It's PR'd to this blog to show off 'creative' work. not just to show what a good job it's doing for the client.

Will this do good for the client? very much yes.
Should it win an award (once again, let's not play the fool here, it's why it's on this blog)? no - it's copying something else.

Also, it's not just the tennis ball, there's a treat version too.

@our job said:

Don't enter it into any award shows then

@our job said:

C'mon this isn't done to sell client's products. And if you're going to be pious, your argument is oxymoronic, as we should strive for original solutions.

"It's our job to sell the client's product" said:

'Uploads weekly retail spot to campaignbrief'

Help our clients sell their products said:

Sure buddy, that's exactly why Colenso 'created' the 'SelfieSTIX'. Wink.

Oh no said:

MY DOG ATE MY IPHONE!

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