Pedigree launches online puppy drive
by David Blecken Media Asia 07-Aug-08, 03:12
SYDNEY - Mars has unveiled an online life-cycle marketing programme for its Pedigree pet food brand to build loyalty among Australian dog owners.
The move reflects a highly competitive domestic petcare sector, where Pedigree jostles for space with brands such as Nestlé’s Purina, which has gained market share by emphasising the nutritional benefits of its product range and the contribution of a healthy diet to a dog’s wellbeing.
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Created in conjunction with Whybin\TBWA\Tequila, the website puppy.com.au is based on the premise that the process of raising a puppy is similar to bringing up a child.
The website offers users educational content, as well as individual pages so that consumers can track the development of their puppy into a fully-grown dog.
Members receive strategically timed email messages designed to coincide with important stages of a puppy’s life that provide advice as to the administration of tablets, neutering, training and general activities conducive to robust canine development.
Pedigree will also send personalised birthday cards as part of the loyalty scheme.
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