Cannes Lions

PEDIGREE-DOG TOOTHBRUSH

WHYBIN\TBWA SYDNEY, Sydney / DENTASTIX / 2014

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

We decided it was possible to teach an old (or young) dog new tricks. And that the best way to link Dentastix with Pedigree was to make them inseparable.

So we created the Dentastix Dog Bowl. The first dog bowl with a built-in tooth brush holder, in the form of a special X-shaped slot that fits one Dentastix chew.

Now every time you feed your dog, you are reminded to place the Dentastix in the special slot and your dog brushes his own teeth.

This became an optional Gift With Purchase with special packs of Dentastix.

Outcome

If one way of measuring success is to sell out of a product so quickly customers are left clamouring for more, the Dentastix Doggy Bowl was a massive success.

10,000 requests for the bowl poured in within days. Completely selling out our entire inventory.

3,000,000 impressions in traditional and social media.

Now a permanent on-going promotion.

Best of all, thousands of dogs now have healthier, stronger teeth.

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