Mars' Cesar Expands Products Line, Launches Campaign

Mars Petcare, recognizing increased pet ownership of small dogs, is expanding its Cesar line to include a new line of dry dog food designed specifically for small dogs.  

The American Pet Products Association says the number of small dogs — under 25 pounds — in the United States increased from 34.1 million in 2008 to 40.8 million in 2012. The organization also found that sales of premium dog food have grown more than 170% in the last 15 years, now accounting for 57% of the market. Americans spent an estimated $63 billion on pets in 2016, up from $17 billion in 1994.

To support the new product launch, Cesar brand is rolling out a new ad campaign, “Tastes Like Happy,” from BBDO San Francisco, which brings to life the reaction of dogs to tasting the new food. The effort includes broadcast, print and social. Earlier this month, the brand launched a digital spot in conjunction with International Women’s Day that showed how dogs are not just “man’s best friend” — they are also woman’s. 



Consumers have asked for the company to expand its offerings to include dry dog food, said Brian Nugent, marketing director, dry dog food at Mars Petcare. The addition gives owners another choice with recipes with real meat as the first ingredient — including beef, poultry and lamb. 

Meaty pieces are combined with H-shaped kibble, specifically designed with small dogs in mind to help them easily pick up and chew, while also helping to keep teeth and gums clean.

Dog owners can choose from three varieties — Rotisserie Chicken Flavor and Spring Vegetable Garnish, Filet Mignon Flavor and Spring Vegetables Garnish and Slow Roasted Lamb Flavor and Spring Vegetables Garnish. 

Consumers can learn more about the product at a dedicated microsite as well as on social media including Instagram, Facebook, Twitter and YouTube.

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