The idea was to develop a range of mailings following product launches and re-launches as well as seasonal subjects, e.g. Christmas. Thus, a combination of rational product related contents with very emotional events was realised.The campaign is: • picking up the character of the small dog • showing him at his various favourite places – a picnic in the park, a summer trip in a convertible or in a warm and cosy atmosphere at home• the dog owner - the most important person in a dog's life - is always near• Cesar products are linked to the favourite places presenting them with the specific benefits.

The campaign is well accepted with consumers and leads to an increased brand preference and buying intention.

• The average response rate exceeds 12%• Approx. 35% of the mailed group and 65% of the intensive users lead an active dialogue with the brand