This Brazilian Brand Teaches Senior Dogs to Fetch Beer

Senior dogs have lots of love to give, yet they are often overlooked in adoptions due to the misconception that they can't learn new things. Consul, a Brazilian brand known for bringing practical and creative solutions to everyday life, is celebrating the emotional bond between people and pets with the 'Beer Buddies' campaign. The initiative not only marks the launch of a new version of Consul’s beer fridge, but also promotes adoption and proves that older dogs can indeed learn new tricks.

To demonstrate this, Consul teamed up with Alexandre Rossi (known as Doutor Pet), a renowned Brazilian zootechnician and expert in animal behaviour. Rossi trained senior mixed-breed dogs from the NGOs Vira Lata Vira Amigo and Abrigo do Jello to open the beer fridge door and fetch a can for their owners. The campaign was developed by the DM9 agency.

“Most adopted dogs are under two years old, largely because people still believe that older animals can’t be trained. But nothing could be further from the truth. Dogs retain their ability to learn throughout their lives, and our campaign proves just that,” says Bertha Fernandes Kowalczyk, head of brands and communications at Whirlpool.

“The 'Beer Buddies' campaign is not just about launching a new product — it's a celebration of lifelong learning and emotional connection. We want to change the perception that senior dogs can’t learn new commands. The goal is to inspire more people to give these animals a second chance,” explains Laura Esteves, VP of creative at DM9.

“Born in Brazil, Consul has always aimed to blend innovation with emotional connection in its products, offering home appliances that understand Brazilians like no other brand. The ‘Beer Buddies’ campaign reflects that perfectly. With the caramel-coloured beer fridge, we sought to address an issue close to our audience - dog adoption - while offering a product that taps into a national passion. We want to strengthen the bond between people and their pets, promote adoption, and support a meaningful cause. This initiative shows that with love and encouragement, any dog - no matter their age - can learn and surprise. Small actions can make a big difference,” concludes Bertha.

The limited-edition caramel-coloured beer cooler, inspired by Brazil’s beloved mongrel dogs and the country’s love for perfectly chilled beer, will have part of its proceeds donated to Vira Lata Vira Amigo and Abrigo do Jello - NGOs that have been rescuing, sheltering, and rehoming dogs in the Greater São Paulo area since 2010. Together, they currently care for more than 250 animals.