We were challenged by Pedigree to educate consumers on the benefits of a regular oral care routine for their dog, drive penetration by increasing awareness, and leverage the digital space to drive engagement. Building on the success of the “Doggie Dentures” TV campaign, we created Denture Your Dog: a 360°digital campaign that spanned web, mobile, social, and rich media properties. The application used human oral care cues and humor to break through the clutter and set up the importance of oral care, offering DentaStix as the best solution. The campaign was highly successful, resulting in over 2.1 million user sessions.