Dog owners want to feed their puppies the right chow to keep them healthy, but with so many options available, how does one dog food maker persuade pet owners that their chow is the best?
That was the challenge facing TBWA, Pedigree's agency in South Africa.
Here's the idea they came up with: stickers on the front doors of houses in the image of door flaps small dogs use to get in and out of the house.
Here's the catch. The sticker is not placed where you'd expect, at the base of the door--that's where real flaps are placed--but at eye level.
When the flap is lifted, the homeowner sees this message: “Peak condition puppy formula.”
“By placing the dog flap at the top of the door, it implies that the dog would have the extra strength and energy it would need to jump through the flap,” says Adam Weber, creative director at the agency.
The idea of a dog flap came out during a brainstorming session.
To test the idea, the stickers were placed on doors in a few townhouse complexes in Johannesburg back in November. Pedigree was pleased enough with the response that it plans to roll out the ads in Johannesburg and other markets in South Africa at a later date.
