Mars Petcare Brings Wet Dog Food Portfolio Together in Campaign

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Mars Petcare Brings Wet Dog Food Portfolio Together in Campaign

By Jamie Grill-Goodman - 05/10/2016
Mars Petcare is bringing together its portfolio of wet dog food brands – CESAR, PEDIGREE, NUTRO and IAMS in a new creative campaign called Mix Mania. The campaign is a collaboration among these four brands to increase the overall awareness of wet dog food and create growth by spotlighting the most common usage occasion, encouraging dog owners to "mix in" wet food with dry kibble, and "look out" for mealtime excitement and a doggy freak out face to remember. 

The campaign, created by PR Agency of Record, Weber Shandwick, is anchored with original assets focused on the freak out face that happens when dogs discover delicious wet food mixed in with their normal dry kibble. Long-and short-form videos lead the content, and are brought to life through an engaging online hub at that serves as a one-stop-shop for consumer interaction. Consumers are encouraged to engage with the campaign by sharing their doggy freak out photos and videos using #MixMania.

The program also features actress, musician and animal lover, Kristin Chenoweth, who joins the campaign, lending her voice to a series of humorous videos and a consumer remix station housed on the website. The hub has a unique feature that lets consumers upload a video and remix it with a funny voiceover from Chenoweth.
The campaign is supported by visually dynamic assets including an interactive content hub, long-and short-form videos, new social channels, paid media, influencer engagement, earned media and a regional print ad.

For more information on the campaign, visit or social channels on FacebookInstagramand Twitter.