Pedigree SelfieSTIX

Pedigree DentaSTIX sits in a saturated, fast-growing treats & care market, where brand loyalty continues to decline. It sat within the smaller ‘functional’ treating segment within a fast-growing care and treats category, but Pedigree wanted to relaunch DentaSTIX so it would cross over into ‘positive’ treating as well. The brief was to create meaningful moments between dogs and their owners; to drive repeat purchase of the DentaSTIX product.

To help create meaningful moments between dog and owner, SelfieSTIX was created (by Colenso BBDO). SelfieSTIX was a specially designed phone accessory that attaches DentaSTIX to smartphones, enabling dog owners to capture the perfect dog selfie.
The execution was mobile-led and gave DentaSTIX social currency as a treat. Our audience were all dog owners, with a slightly younger skew, targeting those who were already in the habit of sharing pictures of their dogs.
Video formats were utilised to showcase the SelfieSTIX in use and asked people to click through to purchase DentaSTIX and get their free SelfieSTIX online, or in store. The campaign encouraged buyers (through incentivisation) to share their dog selfies across all social platforms - giving dog owners the opportunity to participate in a rich social community of like-minded pet owners.