Saturday, 12 September 2009

Oliver with a Twist

It's not too often that marketing activities give you a nice fuzzy warm feeling inside but I was recently very impressed by what Pedigree are up to. The brand has been running The Pedigree Adoption Drive for a couple of years now, with the strapline "because every dog deserves a loving home." For a major petfood manufacturer to be doing something to help homeless dogs makes a lot of sense.
The latest element in the campaign for The Pedigree Adoption Drive has been the commissioning of children's author Liz Pichon to write a book, Oliver's Travels, about a dog who loses his home. I haven't seen the book but understand that the Pedigree branding is pretty low-key. You can link to the book's website here.
This is a nice new slant on brands commissioning short films. A children's book fits very well with the brand and it's great that this idea actually came from Pedigree's advertising agency. And as a longer-term brand positioning, Pedigree have been wise to move from their association with breeders to caring for all dogs - "We're for dogs." It's a brand stance that is far more in keeping with today's values and connects with dog-lovers everywhere.

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