Pedigree DentaSTIX sits in a saturated, fast-growing treats & care market, where brand loyalty continues to decline.

Often considered an incremental purchase and a ‘functional’ treating product, we needed to find a PR-friendly way to encourage customers to pick up the Pedigree’s DentaSTIX product over competitors, shifting perception of DentaSTIX to a ‘positive’ treating product.

The brief was to create a value-add; to create meaningful moments between dogs and their owners; to drive repeat purchase of the DentaSTIX product.

To demonstrate the irresistibility of Pedigree DentaSTIX, we created SelfieSTIX. A specially designed phone accessory that attaches DentaSTIX to your phone, so you can capture the perfect dog selfie.

SelfieSTIX is designed to hold the unique shape of a DentaSTIX and clip onto any phone. If the dog snatches the treat, the clip stays attached to the phone so it doesn’t become a choking hazard.

SelfieSTIX was supported by the SelfieSTIX app, which allowed people to add fun filters to their dog’s selfies before sharing them, and an integrated campaign which directed people to get their free clip with DentaSTIX purchase through Shopify or in store.

SelfieSTIX was supported by an integrated campaign, including the app, film, social, POS & influencers.