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Made Global case study – Mars Petcare Schmackos

/ February 28th 2021
Exports and International Trade

adam&eveDDB began its partnership with Mars Petcare Schmackos in Australia in 2018 and has built a powerful working relationship, which transcends time zone and distance.

Immersed in all aspects of the Mars business philosophy, the relationship has grown from its social foundations to one which spans consumer behaviour, and creative insight, to new product development.

Nowhere is this partnership more strongly showcased than when adam&eveDDB was tasked with bringing back the mojo to Schmackos dog treats. Appreciating the latent love all Australians have for the brand, it tapped into this nostalgia and took the brand back to its advertising roots by reviving the iconic “Dogs Go Wacko For Schmackos” jingle. The new brand campaign also returned the much-loved characters, Dorothy and her beloved pooch Roger, as stars of the show.

The campaign spanned integrated channels, amusing and engaging consumers all the way to purchase. Notwithstanding the competition, the brand stood out for its demonstration of the irresistibility of the product, resulting in the strongest sales period seen for a decade.

The brand campaign will continue to scale and span fame-driving online promotional and experiential activity, ensuring Australian dogs will be going Wacko for Schmackos for years to come.


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