DOGGIE DENTURES by TBWA\Chiat\Day Los Angeles for Pedigree

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DOGGIE DENTURES

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market United States
Agency TBWA\Chiat\Day Los Angeles
Creative Director Rich Magilick
Art Director Denise Zurilgen
Copywriter Eric Terchila
Producer Christopher Spencer
Photographer Josh Withers
Released February 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PEDIGREE
Product/Service: DENTASTIX DOG TREATS
Agency: TBWA\CHIAT\DAY LA
Date of First Appearance: Feb 15 2010 12:00AM
Entrant Company: TBWA\CHIAT\DAY LA, USA
Entry URL: http://www.dogsrule.com
Global Director of Media Arts: Lee Clow (TBWA\Chiat\Day)
Group Creative Directors: Margaret Keene/Chris Adams (TBWA\Chiat\Day)
Art Director: Denise Zurilgen (TBWA\Chiat\Day)
Copywriter: Eric Terchila (TBWA\Chiat\Day)
Executive Producer: Guia Iacomin (TBWA\Chiat\Day)
Producer: Christopher Spencer (TBWA\Chiat\Day)
Group Account Director: Peter Bracegirdle (TBWA\Chiat\Day)
Account Director: Claire Telling (TBWA\Chiat\Day)
Management Supervisor: Go Wakimoto (TBWA\Chiat\Day)
Account Executive: Rachelle Hedges (TBWA\Chiat\Day)
Group Planning Director: Oke Mueller (TBWA\Chiat\Day)
Senior Planner: Rudi Anthony (TBWA\Chiat\Day)
Senior Planner: Michelle Dickens (TBWA\Chiat\Day)
Art Producer: Marissa Serritella (TBWA\Chiat\Day)
Print Producer: Aliza Grover (TBWA\Chiat\Day)
Project Manager: Janet Perez (TBWA\Chiat\Day)
Photographer: Josh Withers (TBWA\Chiat\Day)
Creative Director: Rich Magilick (Catapult)
Media Co.: MediaVest (MediaVest)
Media placement: TV - National Broadcast Television - 7 February 2010
Media placement: Magazine Print - National Magazines - 7 February 2010
Media placement: Westminster Dog Show - Madison Square Garden - 15 February 2010
Media placement: Website Application - Dogsrule.com - 7 February 2010

Results and Effectiveness
Pedigree Dentastix experienced record sales growth. We tripled dollar sales and dollar share in first three weeks. These figures were 2 times higher than last year during this period. There was a 1200% increase in site traffic versus the prior month. 14,000 unique session of the 'Denture Your Dog' application in the first week alone.

Creative Execution
The Westminster Dog Show is the Super Bowl of dog shows. As the main sponsor, Pedigree wanted to use this forum to educate dog owners about oral hygiene, and the fact that 4 out of 5 dogs develop gum disease. So we ‘denturised’ the world’s most elite dogs. Then, we dentured the dogs of New York City. We used these funny images to promote our message that “dogs don’t need dentures, they need Dentastix. The treat that prevents gum disease.” We projected over a hundred ads in real time on digital displays, emailed them to their owners, and posted the gallery online. It was a huge success. And Pedigree experienced record sales growth of 250%, tripling dollar sales and dollar share in the first three weeks.

Insights, Strategy & the Idea
4 out of 5 dogs will develop gum disease sometime in their lives. So Pedigree makes a product, Dentastix, that helps prevent it. The problem is that nobody really thinks gum disease is a serious problem, so trying to sell a product that prevents it became our biggest challenge. To be successful, we had to educate, inform, and entertain – all at the same time. So we told the world about the problem, with a humorous approach. This way, we raised awareness without making owners feel neglectful. And we made people laugh. Owners quickly began to see the importance of working Dentastix into their dog’s daily routine.