Missing dog promotes Bonzo in Brazil

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RIO DE JANEIRO--A missing dog called Daisy stars in the first campaign in Brazil for Purina's dog food brand Bonzo in more than two years.

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.

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