Ad of the Day: Pedigree helps dog owners create perfect pet selfies

Pedigree is helping dog owners to create perfect selfies with their pets in a campaign promoting its new SelfieSTIX product.

Pedigree New Zealand has created a product that enables dog owners to attach the brand’s DentaStix dog chew products to any mobile phone to help capture their pet’s attention and focus for the perfect photo.

To promote the SelfieSTIX, Pedigree has launched an integrated campaign featuring photogenic dogs, showcasing their best duckface, smize and blue steel looks.

The campaign, which was created by Colenso BBDO, will run across digital, social, print and in-store media across Australia and New Zealand, ahead of a global rollout.

The product has been in development for two years as part of a strategy to promote Pedigree DentaStix product.

Pedigree 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.”

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Danielle Long

Danielle Long is APAC Correspondent for The Drum with a remit to cover news from China, Australia and New Zealand. Danielle has 15 years experience as a marketing journalist and has worked on publications in the UK and Australia. She has interviewed some of the world’s leading marketing, advertising and creative brains and has written about almost every standout brand and marketing campaign from the last 15 years.

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