Mars’ Cesar Canine Cuisine is partnering with Pandora Internet Radio and launching a branded radio station.
The brand “worked closely with Pandora to create a list of songs that personify the brand and can be shared with loved ones -- both two- and four-legged alike,” according to a Mars Petcare U.S. spokesperson.
The radio station can be accessed at www.pandora.com/cesar or via the QR codes on signage at over 14,000 major retail stores nationwide through Jan. 1. The timing of the promotion to coincide with the holidays is not coincidental, says Tierney Monaco, director, Cesar Brand.
“We thought a playlist of songs to enjoy with loved ones would be an exciting way to give back to our supportive consumers,” Monaco said.
This is the first QR-code promotion Pandora has conducted, says Pandora’s Senior Vice President of Strategic Solutions Heidi Browning.
The promotion is intended to help Cesar connect with “on-the-go dog lovers, while they enjoy the music they love anywhere they are -- while walking their pooch, at the grocery store, in the car and all points in between,” Browning says in a release.
Cesar and Pandora specifically chose uplifting songs that exemplify the brand’s personality. Approximately a dozen of these songs were featured in previous Cesar Canine Cuisine television commercials, including tracks from Jason Mraz, Train and Jewel.
The brand is also running a Facebook promotion where it will donate $1 to the American Humane Association for every new “like” it gets from a Facebook user. The funds will be used to help provide therapy dogs to those in need.