When Cesar launched matching sweaters for dog owners and their furry best friends in the USA back in 2016, we saw it as a novel, one-time opportunity to create earned media to help sell dog food.
We never imagined it would go global, persist for years and end up on the cover of high fashion magazine L’Officiel in Russia.
This is the story of how a bit of inspired thinking and bravery has evolved into a long-term, global success that drives up to 22% sales uplifts in activating markets. We will show how;
- Success starts with belief. Our brand belief ‘The best life is a shared life’ led to work with meaning and value in peoples’ lives. With belief, you can sell huge quantities of dog food without talking about dog food.
- Insight travels. A campaign with a simple universal insight can successfully translate across time, cultural and geographic boundaries. It’s very rare to create something that travels to Japan, Russia and the US.
- Money isn’t everything. You don’t need huge media budgets...
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