unboxed marketing

group therapy for marketers and business owners

pedigree campaign for the dogs

Posted by Steve Buchholz on February 3, 2009

Have you seen the new Pedigree ad campaign? Very cool.

Not only are the ads funny and original, especially the bison version, but the company is using the campaign to give back. Every time you view one of the Pedigree ads online, the company donates a bowl of dogfood to a shelter.

That’s a sweet idea. It combines clever messaging with a social cause that lots of people can rally around. And here’s the true beauty of it-the ads never mention Pedigree. You can practically hear traditional marketers and PR people screaming in their conference rooms.

“We need to mention the product name within the first 5.6 seconds, and we need to repeat no less than 6.2 times during the spot.”

Really? How about create memorable messages that provide value? Do that, and people will remember your name.

The lesson for marketers is simple. Be different. Be unusual.


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