Greenies dental treats promise to freshen dogs’ breath and clean their teeth with minimal effort. Recognizing that’s an especially enticing proposition this time of year, the Mars Petcare brand is embarking on a holiday campaign to be the gift consumers put in their dogs’ stockings this year.
“Stuck,” the centerpiece ad created in partnership with agency adam&eveDDB, begins with a familiar holiday trope: Santa is stuck in the chimney, dangling upside down. Then, a friendly dog walks up to the chimney and starts cheerfully licking his face -- with Santa’s reaction making clear that the pup’s putrid breath is unendurable. Luckily, he’s come stocked with a pocket full of Greenies to sweeten the deal.
A 30-second version of “Stuck” is running on Greenies YouTube channel, while a 15-second is running on broadcast, with support from video-on-demand. Additional campaign elements include digital display, print, and social. There’s also a limited edition seasonal Greenies Gingerbread Flavor Dental Treats to entice consumers to pick up the treat for their dogs, available online or in stores,
“This playful campaign aims to show how the Greenies brand works to support pet parents by keeping up with their doggy dental routine despite the overwhelming demands of the holiday season,” Greenies Brand Manager Matt Darcy said in a release.
Pet gifting has grown in recent years, with 70% of pet owners saying they plan to buy their pets gifts – more than a quarter of whom (27%) planned on spending more than $100 according to a recent SoFI survey of pet owners. It’s no surprise then that Mars Petcare goes big for the holidays, with Greenies joining other recent holiday campaigns for its brands, including a fun, retro-themed “Cats Lose Their Cool” campaign for Temptations.