Brief
People see dogs as true friends which is why Cesar’s brand belief is ‘the best life is a shared life’. We create opportunities for dog and owner to share the joy of true friendship. As a wet food brand, we’re seen as a luxury. With 10% penetration, we need owners to think of it and buy it when they normally wouldn’t by attaching to a relevant human occasion. A Sunday fitted the brief perfectly.
Solution
Cesar wanted to claim Sundays for dogs and owners and give them the undisturbed time they wait all week for.
They created a fictional ‘method actor’ character – Mick Diablo - to play dog owners at Sunday chores they’d rather miss. So they’d no longer have to endure the boring distant family lunch or terrible baby shower. Our Method Actor would take their place so they could enjoy dog time again.