Pedigree Caramelo.
Pedigree gave Brazil's beloved caramel-coloured mutt everything a pedigree dog has, from a genetic study and certificates to its own dog show, to get shelter dogs adopted.
- Brand
- Pedigree
- Agency
- AlmapBBDO
- Market
- Brazil
- Region
- Global
- Year
- 2025
The challenge
Caramelos, Brazil's caramel-coloured mixed-breed dogs, are a national icon, yet mixed-breed dogs like them make up most of the pets waiting in shelters, Pedigree says. The trigger was actress Tatá Werneck's angry post after learning that mutts like her dog Maminha can't enter dog shows because they have no breed (Marcas pelo Mundo; shots).
The idea
Led by Tatá Werneck, the movement opened with the film 'Pedigree Caramelo' and then gave Caramelos what purebreds have: a genetic study of 350 Caramelos with DNA Pets, pedigree certificates, the Caramelo Kennel Club community, the first Caramelo Dog Show with an adoption fair, and Pedigree packs featuring a Caramelo (Marcas pelo Mundo; D&AD).
Results
- Mutt adoptions up 218% in the first month and sales up 23.2% on the same period a year earlier, according to Pedigree, as reported by Marcas pelo Mundo
Case study source: shots Source ↗
Awards
- Clio Awards 2026Clio Awards / Social Media / OtherGold
- Cresta Awards 2025Integrated CampaignGold
- Cannes Lions 2025Social & Creator – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYBronze
- Cannes Lions 2025Direct – F07 CORPORATE PURPOSE & SOCIAL RESPONSIBILITYSilver
- Cannes Lions 2025Titanium – A01 TITANIUMTitanium
- Cannes Lions 2025Creative Strategy – E03 BRAND STRATEGYGold
- Cresta Awards 2025Brand PurposeGold
- Cresta Awards 2025Creative StrategyGold
- Cannes 2026: Gold, Silver and Bronze in Creative Effectiveness, and Bronzes in Brand Experience & Activation and Health & Wellness
- Effie Awards Brasil 2025: Grand Effie, according to AlmapBBDO
- D&AD 2026: Graphite Pencil and Wood Pencil
Credits
- Illustration and design
- Black Madre
- Production
- Surreal Hotel Arts
- Genetic study
- DNA Pets
- Animal-welfare partner
- AMPARA Animal
- Talent
- Tatá Werneck
