Caramelo - Pedigree, Mars Petcare | Clapboard Ad Archive

Caramelo is a 2025 campaign from Mars Petcare’s Pedigree brand, crafted by AlmapBBDO to elevate the image and adoption prospects of Brazil’s beloved mixed-breed dogs, known locally as Caramelos. Centering on the Caramelo mutt as a cultural icon and representative of the 90% of shelter dogs who face adoption challenges due to breed bias, the campaign mobilizes a compelling narrative that integrates the product deeply into a socially conscious story. Led by actress and influencer Tatá Werneck, a passionate animal advocate with a personal stake in the cause, Caramelo harnesses celebrity influence alongside grassroots engagement to reshape public perception around mutts, traditionally marginalized in favor of purebreds. The film, which launched across cinemas, digital platforms including YouTube, Meta, and TikTok, and Out of Home spaces, anchors a multifaceted initiative that extends beyond advertising into measurable social impact. These efforts include a pioneering genetic study in partnership with DNA Pets to define the shared traits of Caramelos, the creation of the Caramelo Kennel Club as a community hub for adoption and education, and the first-ever Caramelo Dog Show coupled with an adoption fair, all designed to institutionalize and celebrate the breed’s significance. Pedigree’s reimagining of its packaging to feature Caramelos marks a bold step in brand storytelling, positioning the mutt not just as a symbol of affection and loyalty but as a legitimate and cherished breed deserving equal recognition. This campaign sits squarely in Clapboard’s FORMAT#5 EXEMPLARY STORY category, employing storytelling where the brand’s product plays an essential role in the narrative’s resolution by championing responsible adoption and care. With an estimated 30 million homeless pets in Brazil, Caramelo addresses a critical FMCG sector challenge by combining emotional resonance with concrete action, leveraging Pedigree’s activist platform ‘Adotar é Tudo De Bom’ to champion inclusivity and animal welfare. The campaign earns 78/100 in Clapboard’s global creative archive. Caramelo matters to the industry because it demonstrates how FMCG brands can authentically embed social purpose into mainstream marketing to drive cultural change while reinforcing product relevance.