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 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.
To accompany the clip, we created an app that took dog selfies and added fun filters to them. Facial recognition in humans is straightforward. But with the extreme variation in dog faces, the technology is much more sophisticated. This is the first time it has been used on dogs successfully.