Problem How do you create a positive brand image about your product without focusing on your product? Solution Use award-winning OOH creative to focus on the consumer-the dogs! Background Pedigree wanted to focus its efforts on dogs and not so much on the product for this campaign. The major challenge the company faced was identifying media that could create awareness of its commitment to dogs in top markets. Objective The strategy was to engage consumers and have them associate Pedigree as a dog loving company. The demo- graphic aspect was mainly focused around the West- minster Dog Show and then rolled out into other high BDI markets. The demographic was female skewed, but overall the concentration was dog owners in general. Strategy The creative played a significant roll in this

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