Doggie dentures

DESCRIPTION

Pedigree uses humour to highlight the need for dog owners to take extra care over their pets' oral hygeineLife's too short to waste time brushing your dog's teeth, right? Wrong! Doggie gum disease can lead to heart disease and all sorts of other serious health problems. Pedigree's range of Dentastix dog snacks are designed to improve dogs' oral hygiene by reducing tartar build up when they are chewed. The brand wanted a campaign that would highlight the risks of poor doggie dental health without resorting to gross-out tactics of showing images of bleeding gums or tartar-encrusted teeth.

Pedigree highlighted the issue with a campaign focusing on the idea of dogs needing dentures. Along with a print and TV campaign, the pet care brand created a web-based app which allows you to give your own dog a set of dentures. Visitors to the site can upload a photo of their dog and select from a range of different sorts of dentures including a bling gold set, a shiny white Hollywood set and a set of vampire fangs. They can then choose a pre-recorded message which sees the dog rap about its teeth (using a selection of different accents) or they can enter in their own typed personal message which is then converted using text-to-speech software. These can be shared via email, Facebook or Twitter.

Visitors to the site can also sign up for a $1 discount coupon.

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