Pedigree, the leading brand in dog food in Brazil and the world, is launching the campaign “Caramelo,” starring the so-called Caramelo mutt as the representative of all mixed-breed … read moredogs. The initiative is designed to encourage responsible adoption and combat abandonment, especially of these dogs, which are the majority of shelter-housed pets waiting for a home, and which are 90% less likely to be adopted.[1] In addition to the Caramelo, which is a symbol of Brazilian culture in its own right, the movement is led by the actress, presenter, and influencer Tatá Werneck, and supported by a team of national celebrities that include João Vicente de Castro, Alejandro Claveaux, Gabriel Louchard, Jhonatan Oliveira, Gustavo Tubarão, TET, and Viralatacaramelo, the brand’s ambassador. With 12 adopted pets, Tatá Werneck is known for her love of animals and her support for animal welfare. She came to lead the cause after posting an indignant video on social media when she discovered that mutts like her dog Maminha can’t be registered for dog shows because they’re not purebreds. PEDIGREE® came to Tatá’s support, and she and a group of friends kicked off the national campaign seeking to value, honor, and change the lives of the dogs that have become a national symbol: Brazil’s beloved Caramelos. The campaign, developed by AlmapBBDO, combines an innovative concept and a sensitive approach, establishing a powerful connection with the public and working to spark a national groundswell. It all begins with the film “Pedigree Caramelo,” which can be seen on multiple platforms and media channels, including in cinemas, Out of Home (OOH), YouTube, Meta, and TikTok.
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