Pedigree is giving dogs their own social media platform

The Mars petfood brand's DentaStix app builds on its selfie stick launch by Colenso BBDO

Published On
Jul 03, 2019

Editor's Pick

Posting social media photos of your kids without their permission, or "sharenting" has come under criticism recently. Posting photos of your dog, however, is a fail-safe option, as unlike Gwyneth Paltrow's daughter, they can't object. 

Mars-owned pet food brand Pedigree is capitalizing on the popularity of pooch photos of social; having already created selfie sticks for dogs, it's now expanding that by giving them their own social media platform.

Pedigree's New Zealand-based agency Colenso BBDO launched Selfie Stix for pets in 2017—an accessory that clips one of its DentaStix oral dog treats to your smartphone, the idea being that your pooch will stare fixated at the street and take the perfect selfie. 

Its popularity in New Zealand means that Selfie Stix is now launching in the U.S., along with a mobile app, Pedigree DentaStix Studios, offering a series of features that help you create social content based on your pet's life. These include PupBooth, which lets people can add fun 3D filters to their dog faces and share these images; DogDays, in which owners take a daily photo of their dog which the app then transforms into a shareable film of their dog’s lives; and Good Lens, which gives users a look at how their dog sees the world. 

The app and selfie sticks are being promoted via series of videos on Facebook, Instagram and Snapchat, and by influencers Ian Harding and Danielle Jonas, who will show their communities just how to capture that perfect doggy selfie. 




Jul 03, 2019
Colenso BBDO

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