Pedigree "Doggy Style"

The aim was to establish a new dog food product in the market which is specifically created for puppies, while staying true to Pedigree´s proposition 'For the love of Dogs'. The most influential opinion leaders regarding all things 'dog' related are, without a doubt, dog breeders. And since they make a living in the 'dog reproduction business', obviously the thing that matters most to them, are puppies. In order to win them over for our new product we created the 'Doggy Style Magazine'. The Pedigree way of pushing 'puppy-production'. And there fore our sales.

Agency: TBWA\Germany, Berlin.