Mars Petcare U.S. is launching two global holiday-related activations for its Pedigree and Cesar Canine Cuisine brands.
From Colenso BBDO in Auckland, New Zealand, the Pedigree effort is called “Season of Good Dog.”
A longform video (below) shows how dogs perceive the holiday season: ornaments are hung for their love of balls, trees are put up for their love of sticks, and presents are wrapped for their love of ripping things. It will be shared on the brand’s social channels, and the posts will be boosted with paid support.
To support the campaign, the brand created a series of “Season of Good Dog” carols (parodies of holiday favorites with new lyrics about the joy of the season through the eyes of a good dog) that will run as ads on Spotify. The campaign also features a full playlist of canine-focused carols on Spotify.
For the Cesar brand, creative agency AMV BBDO in London created “Twinning,” a collection of matching holiday sweaters for humans and dogs. The campaign, which is an evolution of the brand’s 2016 “Matchy Matchy” program, is supported by celebrity fashion expert Clinton Kelly, as well as an online video.
The sweater designs were actually created by dogs -- using special technology, of course.
The brand partnered with MediaMonks, a creative digital production company, to build a Doggy Design Studio agility course that allowed dogs to run, jump and bark their way to the 2018 holiday sweater designs. As seen in the campaign's video, the dogs' bark frequencies were stitched onto the sleeves, and the wag of their tails selected the seasonal icons -- such as stockings, reindeer and candy canes -- to adorn the rest.
The Twinning sweaters will be available to consumers across the globe this holiday season via an online sweepstakes on the Cesar brand website. The sweepstakes will run through Dec. 5 at Cesar.com/Twinning.
Sporting the yuletide trend, Clinton and his Jack Russell Terrier Mary are showing off their sweaters on Instagram.