Pedigree SelfieSTIX

Background

PEDIGREE® DentaStixTM are dental sticks for dogs, which help reduce tartar and plaque. In a saturated market, DentaStixTM was considered functional and an ‘incremental’ purchase. The challenge was to extend the relevance of DentaStixTM into a 'positive treating' space - in line with the global platform 'Cleaner gets you closerTM' - by creating fun, meaningful moments between dogs and their owners.