Because dogs aren’t racist…


Via your classmate Paulina, Pedigree’s new “Feel the Good” campaign takes on stereotypes as dogs become ambassadors for understanding.

I have to say that it’s nice to see the white guy acting like a jerk for a change. Paulina writes:

I would be curious to know if this type of commercial and this new campaign actually has an effect on the brand. Do people go out and think Pedigree is good for my dog because it brings out the best in everyone? While the ad did make me feel all warm and fuzzy while watching it, I question its effectiveness, was there too much going on? Is this just a way to show that even a dog food company can talk about social issues affecting us? I know this is not a new concept, a brand that has nothing to do with a certain topic addressing it though their ads, but is it effective?
Here’s a TV spot for the campaign that ran in Australia:
Lovely stuff, but is it effective? Can Pedigree “own” this idea, or would any dog food feed a dog who would in turn bring out the best in an owner?



3 thoughts on “Because dogs aren’t racist…

  1. Jananie Ramesh

    I think this has a lot to do with creating brand love. Most of us (or those who have household pets) are aware that Pedigree is a very common/popular dog food brand. But similar to the Dove/Always campaigns that we’ve discussed in class it doesn’t necessarily have a call-to-action to buy dog food. It creates a brand image that we can associate with. So the next time you go to the store and see a Pedigree product it brings you the warm, fuzzy feeling you felt when watching the commercial.
    In my opinion, Pedigree (overall, not just this commercial) has done a good job at tying the brand’s image to much more than just food (especially for a product that consumers are price sensitive too). And for that, people do have a distinct image of Pedigree when they see it on the shelves.

  2. ellenbasler

    I think it is an effective ad. Pedigree is a well known brand and I find that they are more of using this ad as a reminder of the brand. Like many well-known brands nowadays, they have taken to address social issues instead of directly discussing the benefits behind using their product. I think it is effective as a reminder ad and would only work for a brand that is well known because it does leave out the details of what the benefit is from using the product. My one question though would be why is Pedigree (for these ads) using communities that seem a little more “rough around the edges”? What is the meaning behind that specific setting?

  3. thivyasiva

    As a person who owns a dog i have to say this commercial was effective (to me at least). Like mentioned the big trend right now for corporate companies is to address social justice issues such as racism, classim, bullying of other kind but it is weird seeing it in a pedigree commercial. They were successfully able to point out the fact that dogs bring out a better side in us and in order for dogs to continue to do that and live as long and healthy as possible they need Pedigree in their lives. It has the emotional aspect down because it shows that we can make a social change and help keep our dogs strong and healthy. They did a good job by taking this emotional/ social change branding route.


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