Started in 2016 with the puppy bowl, the brand expanded the campaign with three new videos in 2017 that feature basketball, soccer and racing.
“We choose a variety of sports that our audience could relate to, attracting Pup-lete viewers from different fandoms and markets across the country. While basketball, soccer and racing fans may be different in a lot of ways, everyone can agree on their love of a sport and that puppies make everything more fun! Adding content for other sports also provided great opportunities to showcase the puppies in other fun ways, like the cutest dachshund pit crew you’ve ever seen!” said Melodie Bolin, brand manager, Pedigree.
In the racing video, the four puppies race through a track to meet up with their all-star pit crew, which includes two young kids who feed the puppies from bottles.
“We’re looking to reach all dog owners with the Pedigree Pup-lete videos, and felt that appealing to dog owners through a wide range of sports and adorable puppies would allow us to reach a vast and diverse audience,” Bolin said.
As far as what’s next for Pedigree, the brand teased two more Pup-lete videos featuring other sports, as well as more content around football in the fall.
“The Pedigree brand is always looking for new ways to engage with consumers in both relevant and unexpected ways. We have two additional sports that we’ll be highlighting as part of this video series later this year, and our football content will come back into play this fall. As a brand, we want to show consumers who Pedigree is,” Bolin said. “You’ll continue to see Pedigree creating and sharing fresh and meaningful content throughout 2017 that ties back to our brand, consumers and of course, dogs.”