Inside the VW Campaign That Does Good for Good Boys Everywhere

Owners of dogs with a penchant for destruction will likely know of the KONG line of indestructible pet toys. But few know its origin story – one that this new Volkswagen campaign suggests forever connects the brand with man’s best friend.

The KONG legacy began in a Denver auto repair shop, where founder Joe Markham’s German Shepherd, Fritz, found a spare rubber axle stop from a Volkswagen Type 2 Bus. Fritz happily chewed away, but even his powerful teeth couldn’t destroy it—sparking Joe’s idea to turn the durable rubber into what would become the KONG dog toy. “It was too magical not to pursue,” says Zoe Kessler, executive creative director at Johannes Leonardo, the agency behind the campaign, speaking with LBB.

Launching ahead of National Puppy Day this weekend, it marks an official collaboration between Volkswagen of America, KONG and VCA Charities, which supports pet shelters. It includes a limited-edition KONG dog toy inspired by the VW ID. Buzz, the modern-day reincarnation of the Type 2 Bus. Available for purchase at drivergear.vw.com, 100% of net proceeds from sales will go to VCA Charities, benefiting dogs in need through its nationwide network of animal shelters.

KONG was an “incredible partner” from the get-go, says Zoe, in making the limited-edition toy a reality, from creating custom packaging inspired by old VW print ads, to testing and refining a specific KONG colour that matched the blue of the new VW ID. Buzz.

The most important part of the project, though, was finding the best way for this toy to actually support dogs, which led the team to the discovery that giving shelter dogs toys to play with has been shown to reduce stress, enhance playfulness, and increase adoption rates. “There was our answer,” said Zoe. So, for every toy purchased, Volkswagen will partner with KONG and VCA Charities to donate another to a local shelter. Each sale helps double the impact – supporting pets both financially and emotionally, with 100% of the net proceeds going to VCA Charities and its nationwide network of animal shelters, supporting pets in need across the country.

“A VW special edition item that does good for good boys everywhere? Talk about click bait,” adds Zoe.

“At KONG, we believe that dogs need to play, and this collaboration with VW and VCA Charities allows us to spread the joys of playtime while supporting a worthy cause," says Brian Decker, VP of marketing at KONG. "There's no better way to celebrate our history and National Puppy Day than by giving back to the pets who need it most.”

The campaign is a continuation of an initiative that launched during the Super Bowl last year to commemorate VW’s 75th anniversary of operating in the US. As Johannes Leonardo explored the umpteen ways that the brand has impacted American lives, they came across the wonderful story of the creation of KONG. “At Volkswagen, we believe in the power of connection – between people, and their pets. The ID. Buzz embodies that spirit, and this collaboration carries forward KONG’s wonderful origin story that began with a man, his best friend and a VW bus,” says Rachael Zaluzec, SVP, customer experience and brand marketing at Volkswagen of America.

“This campaign really began like all our owner’s stories – an owner's passion for his VW and a charming coincidence!” adds Zoe.

“Volkswagen has always really been a brand shaped by the people who drive it, and that continues to be true today. So, while this entire campaign stemmed from this one singular story, it really speaks to how all our drivers have a multitude of stories with their VWs.

“At JL, we want all our work to be an invitation for participation and with every new owner story we uncover on this iconic brand, the more opportunity we have to show people their role in our origin story, not just tell them.”