Created by Sao Paulo-based Loducca, the first phase of the mixed-media campaign revolves around the announcement of a lost dog called Daisy ownedby a child who is missing his pet. A cell phone number is included for people to call if they have any information. More than 2,500 calls were received.
The second phase of the campaign, shot in video, featured a direct appeal by the child asking Daisy to come home to a bowl of Bonzo.
The final phase showed the happy return of Daisy and a new commercial thanking Bonzo and a popular Brazilian saint called "Santo Expedito" ("the saint of urgent causes").
Purina is now considering using Daisy for future Bonzo ads. In the meantime, a Web site created during the campaign (www.daisyprocuca.com.br) continues to run as a space for people to announce real cases of missing or lost dogs.
Copyright September 2000, Crain Communications Inc.