Creative Brief

Pedigree Super Bowl Commercial 2009

Charmaine Delzer
Laura Moreno
Giselle Rivas
Alexa Sandoval
Betsy Soler
Principles of Advertising • Professor Irena Nikolovoska • April 23, 2009

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Creative Brief
Pedigree Super Bowl Commercial 2009

Brand/Client:
Pedigree

Campaign:
Maybe you should get a dog.

Why are we advertising?

To build a brand image that resonates with the audience that Pedigree cares about dogs as much as its
owners do.

Who else is getting our money?

Nestle Purina Petcare, P&G Petcare, Hill’s Pet Nutrition, Affinity Petcare SA, Nutro Products Inc.,
Unicharm Petcare Corp., Nisshin Petfood Inc., Nippon Petfoods Co. Ltd.

Who are we talking to?

W & M 18- 70; AI $25,000-$100,000; Families, single and married individuals; Pet-lovers, dog owners,
concerned about animal rights.

Brand Positioning:
Pet lovers who are not yet pet owners, anywhere from the age of 18 to the age of 70. Very attached to ani-
mals and consider pets to be family members. They can be either single or a nuclear family. Middle-class
and most likely home owners. Want to take pride in their pet by their uniqueness and be able to have an
intimate relationship with their animal. Pedigree is the brand to choose because it is not only concerned
with selling dog food to these pet lovers, but also wanting to provide a healthy experience for both the
animal and the owner. Pedigree is concerned with the number of dogs in animal shelters each year and
aims to find a home for these animals while providing the consumer with the experience he/she/they
yearn.

Principles of Advertising • Professor Irena Nikolovoska • April 23, 2009 2

USP:
“Highest Concern for You and Your Pet”

Tone:
Humorous, concerned, benevolent.

Point of View:
Slice of life with fantasy elements.

What do they currently think?

Pedigree is just a dog food company.

What would we like them to think?

“Finally, a company that is concerned about pets just as much as I am.”

Why should they believe it?

Because if Pedigree’s best intentions are to make sure dogs find homes, then they’re just as concerned
about my pet.

The Big Idea:

At PEDIGREE®, everything we do is for the love of dogs. That’s why we make really good food for dogs,
and why we created the PEDIGREE® Adoption Drive to help find loving homes for shelter dogs. Help us
help dogs™.

Creative Strategy:
Adoption drive, comical commercial.

Tactics:
TV campaign with the slogan: “Why you should get a dog.” “Dogs Rule” clothing apparel donates certain
percentage to adoption drive.

Principles of Advertising • Professor Irena Nikolovoska • April 23, 2009 3