Pedigree Promo, Case study PEDIGREE DENTASTIX by Mediacom Duesseldorf

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Industry Pet Food, Pet Care Products & Services
Media Promo & PR, Case study
Market Germany
Agency Mediacom Duesseldorf
Client Service Director Janina Levy
Released March 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: MARS
Date of First Appearance: Mar 1 2010
Entrant Company: MEDIACOM GERMANY, Düsseldorf, GERMANY
Group Head Planning: Stephan Zinn (MediaCom)
Planner: Sarah Bullwinkel (MediaCom)
Group Head Planning: Tobias Matt (MediaCom Interaction)
Client Service Director: Janina Levy (TBWA)
Media placement: Advertorials Aimed At Vetinarians - Vetimpuls (SI Magazine) - 01.03.2010
Media placement: Seminar For Vetinarians - Leipzig (Germany) - 19.04.2010
Media placement: Dentamobile - Frankfurt Pedestrian Area - 02.05.2010
Media placement: TV Campaign - RTL - 18.07.2010
Media placement: Advertorials Aimed At Consumers - Tina - 21.07.2010

Insights, Strategy & the Idea
If your dog has bad breath it could be serious. It could mean he is one of 80% of dogs with teeth problems.
There is a simple solution: Pedigree DentaStix, a functional snack designed to look after teeth, prevent gum disease and keep your pet healthy.
However this product advantage didn’t turn into sales. Pedigree DentaStix was lost in the pet snacks and treats aisle of the supermarket.
The reason: Dog owners were simply unaware of how serious oral hygiene issues could be.
Even vets weren’t always conscious of how important it was.

We had to educate both groups to take canine oral hygiene seriously and we had to do it in a credible way.
Only then would we be able to position Pedigree DentaStix as the easy solution to the problem.
We needed a two-stage campaign: education first, sales second.

Creative Execution
Step 1:
We set about educating dog owners and vets in a credible way. Working with the Society of Veterinarians we created “Healthy teeth for healthy dogs”, an education programme designed to tell the professionals how important it was to raise the issue at clinics. The programme consisted of direct mail, and dedicated vet seminars.
This also gave us a brand-free PR platform to alert dog owners and get them to question their vet.

Step 2:
Targeted main grocery buyers and positioned Pedigree DentaStix as the easy solution for canine oral care. TV ads used a “spokes-vet” to retain credibility we told pet owners how to take action.
Print advertorials showed how DentaStix worked and enabled them to get more information and samples.
We visited dog fairs, dog schools as well as regular walking areas with a Dentamobile, and made sure that DentaStix also stood out at point of sale.

Results and Effectiveness
Both stages of the campaign succeeded

Step 1:
360 vets took part in our seminars.
39,000 samples were handed out at clinics.
Awareness of canine oral hygiene rose 144%.
Number of dog having their teeth checked at vets increased by 60%.

Step 2:
Awareness of DentaStix increased 56%.
It is now regarded as the best solution for canine oral care.
120,000 starter packs were ordered.
Number of DentaStix buyers increased 7.8%.
Frequency of purchase rose 10%.
Sales are up 23%.