Catapult Action-Biased Marketing - Mars Petcare, US - Cesar
Mars Petcare, US - Cesar
Finalist Consumer Packaged Goods
To promote Cesar Sunrise -- a new breakfast product -- Mars Petcare courted the gourmet canine with a newspaper, "The West Highland Herald," aimed squarely at him. The paper catered to lifestyles of the dog on the move with news strories such as, “Dog Saves Family From Vicious Vacuum,” lifestyle pieces like “Cuts for Mutts: the Fauxhawk," and even tabloid fodder: “Pics of Dog Show Winner Drinking from Toilet Posted on Web.” Also featured were photos of celebrities and their small dogs captured by the “Poocharazzi.” Owners seemed to get the gag and lifted average page views of Ceasar's Web site 343% on the day the papers were distributed offline and 233% overall.
Catapult: Heather Huffnagle, Management Supervisor; Rich Magalik, Creative Director; Rob Kurfehs, Senior Art Director; Brian Garofalo, Web Designer; Neil Needleman, Copywriter; Andrew Ganat, Designer Direct/Interactive Services; Brandon Fitzpatrick, Interactive Developer; Justine Pujo, Senior Producer.