Pedigree launches DentaSTIX Studios to bring the good back to social media with dogs via Colenso

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Social media can be a bleak place, especially with all that’s happening in the world right now. So long term partners, Pedigree and Colenso BBDO Auckland have launched a social media platform for dogs – with the aim of overcoming everything that’s bad about social media and bringing the good back to our newsfeeds.


Off the back of the success of Pedigree SelfieSTIX in 2018, Pedigree DentaStix Studios combines cutting-edge technology, product integration and e-commerce, to create a first of its kind experience for dogs and their owners.

The platform helps owners to capture unique content of their beloved dogs and share it on their own social media accounts through three tools, with each tool encouraging users to purchase more Pedigree DentaStix treats within the app environment.

GoodLens gives owners a glimpse into the world their dog sees, by transforming a Pedigree DentaStix treat into an array of magical objects. The feature enters completely uncharted territory from a technological standpoint, using object detection to identify and track a DentaStix treat. It can then predict the position of the DentaStix treat and map a 3D object to the dog treat. Owners can then film their dog having fun with things like a magic wand, a bunch of flowers or an electric guitar.

Pedigree launches DentaSTIX Studios to bring the good back to social media with dogs via Colenso

DogDays helps owners track the lives of their dog and watch their dog grow. Using the Pedigree SelfieSTIX clip, owners take a daily photo of their dog which the app transforms into a shareable film of their dog’s life. Imagery taken using this tool becomes part of a database for Waltham Institute, to help further research on health cues that can be discovered by a dog’s appearance.

Pedigree launches DentaSTIX Studios to bring the good back to social media with dogs via Colenso

And finally PupBooth builds upon the SelfieSTIX app, so people can add fun 3D filters to their dogs’ faces and share these images.

Pedigree launches DentaSTIX Studios to bring the good back to social media with dogs via Colenso

A proprietary algorithm will track the app’s success in putting more good back into social media, by tracking sentiment across a variety of platforms, as more and more dog images are fed into them by app users.

Says Kimberley Ragan, creative director, Colenso BBDO: “If we learned anything from SelfieSTIX, it’s that creating content and posting images of dogs, makes people feel good. And given the state of the world and how it’s reflected in social media, it seems we could all do with a little more goodness right now. DentaStix  Studios gives everyday dog owners a way to populate social media with more happiness, more fun, more genuine joy – via the goodness of dogs. It’s an extension of the Pedigree universe that we’re excited to share with owners and their dogs.”

Says Dave Griffin, global brand director, Pedigree: “Pedigree DentaStix is all about meaningful moments with your dog that deliver a specific benefit of great oral care – what we needed was a way to engage pet parents in more of these moments – ultimately building an oral care routine for their dog in the process. With DentaStix Studios we now have an amazing platform to do exactly that – it brings you and your dog together in a fun and creative way through intuitive and easy to share digital tech – and the direct link to online and offline purchase is all about landing more oral care for more dogs along the way”

Pedigree DentaStix Studios will see a staggered global launch, arriving first in the USA in partnership with BBDO New York, and then New Zealand at the end of June 2019. The app is supported by an integrated campaign including film, social, digital media and POS.

Client: MARS
Client: Dave Griffin, Global Brand Director, Pedigree
Client: Cormac Van Den Hoofdakker, Marketing Manager Pet. MARS New Zealand
Client: Alice Green, Assistant Brand manager – Pet Care and Treats. MARS New Zealand
Agency: Colenso BBDO
Production Company: Assembly
Media Agency: Wavemaker
Music search, licensing & sound design: Franklin Road Music & Sound