A new campaign from Mars Petcare dental treats brand Greenies will let you evaluate your dog’s intelligence—and the lower they score, the better.
Greenies employed a “canine intelligence researcher,” Dr Rosalind Arden, an assistant professorial research fellow at the London School of Economics with a PhD in behavioral genetics, to devise the online test. It takes about 15 minutes to complete and dog owners require a handful of kibble or small treats, three plastic cups, two chairs and a blanket.
Owners are encouraged to share the results on social media. Depending how well a dog scores, owners are offered money off their next purchase of Greenies dental treats—and the lower the score, the bigger the discount (the idea being that dumber dogs are in need of more “help"). For example, if your dog is a "doggy genius," you'll get just $1 off, whereas if he's a "fur brain," you'll get a $5 discount. It's part of the brand's ongoing campaign centered around the insight that dogs "don't know what's good for them."
"Dog owners know that our four-legged friends don't always make the best decisions, like thinking your socks are a chew toy or that standing right behind you is a smart place to be," said Craig Neely, vice president of marketing at Mars Petcare. "That's the idea behind Doggy IQ. We're offering a fun bonding experience for pets and their owners, while celebrating the quirks that make our dogs loveable and, of course, rewarding them with dollars off our delicious and good-for-you treats."
The IQ test is backed by a teaser film, seen here, plus social media and GIFs, all created by agency adam&eve/DDB. There is also PR activity and an influencer outreach program on Instagram, coordinated by Weber Shandwick. The animation in the film and on the Doggy IQ site is by James Curran of SlimJim Studios, while the site itself was built by Barefoot Proximity.