Scented pawprints lead dogs to Petco's new Reddy store

Wild postings from Droga5 set out to sidetrack pooches on their daily walk

Published On
Nov 02, 2021

Editor's Pick

Petco opened Reddy, the first storefront for its private-label dog brand, this past weekend in New York's Soho, and to get traffic flowing to the new space, it set out to attract the dogs themselves.

A campaign by agency Droga5 created a "scent trail" infused with smells that would attract dogs through SoHo to the Reddy store. Pawprint pavement decals were designed to disrupt the daily dog walk and get the dogs' attention and gave directions to the store, while posters beckoned their owners with messaging like "pull your humans here."

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To attract even more attention, a parade of dogs walked the scent trail from Washington Square Park through SoHo to the Reddy store on opening day.

"For the opening, we wanted to drive interest among fashion-forward pet parents who are always with their pets and consider them to be an extension of their personal style, so, in addition to driving local awareness with paid social and email, we had some fun, unexpected out-of-home activations that were designed to attract the pet, knowing their humans will follow, and drive them directly to the doors of Reddy SoHo," said Katie Nauman, chief marketing officer at Petco.

"A dog navigates the world with its nose, much like humans do with their eyes, so, we thought what better way to alert the local neighborhood doggos — and their parents — about this store opening than appealing straight to the senses," added Droga5 Creative Director Tom McQueen. "Not only do dogs have hundreds of millions of scent receptors compared to our little six million but encouraging them to use this often-overlooked tool of theirs felt really interesting. By tapping into the full ability of their incredible noses, we could bypass people needing to remember an address and simply let dogs’ noses lead the way."
 

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Credits

Date
Nov 02, 2021
Client :
Petco
Agency :
Droga5
Co-Chief Creative Officer :
Tim Gordon
Co-Chief Creative Officer :
Felix Richter
Executive Creative Director :
Scott Bell
Creative Director :
George McQueen
Creative Director :
Tom McQueen
Sr. Copywriter :
Richard Langhorne
Sr. Art Director :
Zachary Madrigal
Executive Design Director :
Nate Scott
Sr. Designer :
Lia Sfiligoj
Designer :
Elvis Dinh
Group Experience Design Director :
Craig Wong
Senior Experience Designer :
Owen DiRienz
Associate Director Interactive/Experiential :
Jenn Mann
Producer Interactive/Experiential :
Teia Meigneux
Senior Music Supervisor :
Michael Ladman
Director of Business Affairs :
Dan Simonetti
Senior Business Affairs Manager :
Ramona Seunath
Talent Manager :
May Chee
Senior Traffic Manager :
Wendy Kaplan
Experience Strategy Director :
Meghan Bush
Group Strategy Director :
Tom Haslow
Senior Strategist :
Albert Opraseuth
Group Account Director :
Stefane Rosa
Account Director :
Amanda Burnett Bard
Account Supervisor :
Daniel Lawrence
Associate Account Manager :
Mallie Feldman
Senior Project Manager :
Simon Jolly
Chief Executive Officer :
Ron Coughlin
Chief Marketing Officer :
Katie Nauman
Vice President, Visual and Merchandise :
Rick Neira
Head of Brand Marketing & Creative :
Olivia Doyne
Marketing Manager Reddy :
Inma Perez
Director of Creative Strategy and Design :
Tobias Farmer
Head of Internal Studio :
Bessie Wink
Creative Studio Operations Manager :
Doris Peterson
Production Company :
OzTech Media
Executive Producer :
Kevin Starkes
Producer :
Lauren Stein
Content Production :
Sprint Step

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Project Type