2006

Pedigree launched two campaigns from TBWA Paris this year.

The first appeared around April ,with the tag line: "Because dogs don't always have it
easy."

Source: Ads of the World

Obviously not!

The second, the "Give your dog stronger teeth." campaign was released in December.
Source: Ads of the World

The little "ankle biter" looks fierce, aye?

2007

In November, TBWA/Chiat/Day, New York launched an ad campaign with dogs

passing along the benefits of Pedigree.
Source: Ads of the World

Then, in December, TBWA, Wien, Austria came out with "For Strong Dogs,"

Source: Ads of the World

while TBWA Hunt Lascaris, South Africa's gave us "High Dog Flap."

Source: Ads of the World

It took me a minute to figure out this ad. The inference being that small dogs are so
energized by Pedigree they can use a dog flap set high in the door, right?

2008

Pedigree's latest campaign, released in January by TBWA/RAAD Dubai, UAE,

professes that "When dogs eat well, they dream well."

Source: Ads of the World

So, what do you think?

Do you think they got better; more creative?

My favorite is "Because dogs don't always have it easy." Or maybe their Adoption
Drive campaign. Now in it's fourth year, Adoption Drive "is a multi-million dollar,
cause-related awareness and fundraising campaign that rallies dog lovers

to help millions of homeless dogs that end up in shelters and breed rescue
organizations throughout the world." This one really fits the concept of Disruption,
make an actual change in the way we view dogs.

Source: Advertlog

Other Sources: Pedigree and TBWA

Christine Goff
Marketing Blogger