Pedigree's Ad Encourages Young People to Get a Dog Instead of a Baby
Ellen Smith — November 27, 2020 — Marketing
References: mypedigree & adweek
Pedigree's ad campaign takes a quirky and relatable approach to marketing, appealing to Millennials that aren't quite ready to start a family. Research shows that young people are waiting longer to have families, and Pedigree is using this information to their advantage by encourage those people to start with a dog instead.
The ads feature dog owners interacting with tired and frustrated parents ending with the tagline "Take a baby step into parenting." For example, in one ad, an exhausted mother tries to clean off her messy child at a restaurant. She turns to a dog-owning stranger looking for advice, to which the stranger replies "use a hose." The ad then cuts to the woman and her dog playing with a hose.
Image Credit: Pedigree
The ads feature dog owners interacting with tired and frustrated parents ending with the tagline "Take a baby step into parenting." For example, in one ad, an exhausted mother tries to clean off her messy child at a restaurant. She turns to a dog-owning stranger looking for advice, to which the stranger replies "use a hose." The ad then cuts to the woman and her dog playing with a hose.
Image Credit: Pedigree
Trend Themes
1. Millennial-dog Connection - Pedigree's ad campaign is capitalizing on the trend of young people waiting longer to have families by encouraging them to start with a dog instead.
2. Pets as Alternative to Parenthood - Pedigree's quirky marketing approach is tapping into the emerging trend of young people seeing pets as a viable alternative to having children.
3. Parenting Humor - Pedigree's ad campaign uses humor and relatability to appeal to young people in their parenting journey.
Industry Implications
1. Petcare Industry - The petcare industry has an opportunity to capitalize on the trend of young people choosing pets over children by creating products and services that cater to their needs.
2. Marketing Industry - The marketing industry can explore humor and relatability to tap into the growing Millennial pet ownership demographic.
3. Family Planning Industry - The family planning industry can find disruptive opportunities by rethinking their marketing approach for Millennials and exploring the trend of pets as alternative to having children.
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