Description
PEDIGREE®, the leading brand in dog food in Brazil and the world, is launching the campaign “Caramelo,” starring the so-called Caramelo mutt as the representative of all mixed-breed dogs. The initiative is designed to encourage responsible adoption and combat abandonment, especially of these dogs, which are the majority of shelter-housed pets waiting for a home, and which are 90% less likely to be adopted.[1] In addition to the Caramelo, which is a symbol of Brazilian culture in its own right, the movement is led by the actress, presenter, and influencer Tatá Werneck, and supported by a team of national celebrities that include João Vicente de Castro, Alejandro Claveaux, Gabriel Louchard, Jhonatan Oliveira, Gustavo Tubarão, TET, and Viralatacaramelo, the brand’s ambassador.
With 12 adopted pets, Tatá Werneck is known for her love of animals and her support for animal welfare. She came to lead the cause after posting an indignant video on social media when she discovered that mutts like her dog Maminha can’t be registered for dog shows because they’re not purebreds. PEDIGREE® came to Tatá’s support, and she and a group of friends kicked off the national campaign seeking to value, honor, and change the lives of the dogs that have become a national symbol: Brazil’s beloved Caramelos.
The campaign, developed by AlmapBBDO, combines an innovative concept and a sensitive approach, establishing a powerful connection with the public and working to spark a national groundswell. It all begins with the film “Pedigree Caramelo,” which can be seen on multiple platforms and media channels, including in cinemas, Out of Home (OOH), YouTube, Meta, and TikTok.
The brand is dedicated to giving Caramelos everything that purebreds enjoy. Among its planned activities are a groundbreaking genetic study of 350 Caramelos, carried out in partnership with DNA Pets, to establish the physical, genetic, and health traits they all share. Another is the founding of the Caramelo Kennel Club, a community supported by PEDIGREE® and designed to bring Caramelo lovers together, providing them with exclusive content, news adoption events, and relevant launches.
The brand will also put on the first-ever Caramelo Dog Show, starring the titular breed and other four-legged friends, which will also include a major adoption fair. Another significant campaign initiative is the repackaging of PEDIGREE® products – now they’ll be illustrated with the photo of a Caramelo, in a major step towards recognizing an animal that’s central to Brazilian culture and life.
Some 30 million animals in Brazil have yet to find a home, according to the Pet Homelessness Index, calculated by Mars Petcare. Through its Brazilian adoption program, PEDIGREE® ‘Adotar é Tudo De Bom’, the brand has emerged as an activist with one overarching aim: to ensure that all dogs find loving homes. "PEDIGREE® sees the Caramelo as not only an icon of Brazilian culture, but a representative of all mixed-breed dogs,” explains Rodrigo Alfieri, global marketing manager for PEDIGREE®. “While awareness of pet homelessness is rising, factors like appearance, age, and coat color have a direct impact on these animals’ chances of being adopted. PEDIGREE® is a democratic brand, just like the Caramelo, and that’s why we believe that together we can touch people’s hearts and get them on board with the movement to take our beloved Caramelos out of shelters and make them the most-adopted dogs in Brazil.”
“For someone who’s crazy about dogs, developing a campaign for PEDIGREE® to boost adoption is a total honor. Our creative challenge was to make the Caramelo into an emblem of the cause, reframing its image in a positive, impactful light,” says Marco “Pernil” Giannelli, CCO of AlmapBBDO. “We want people to see them not just as ordinary dogs, but a symbol of affection, loyalty, and companionship – the things that make any dog, no matter their breed, special.”
This professional campaign titled 'Caramelo' was published in Brazil in March, 2025. It was created for the brands: Mars Petcare and Pedigree, by ad agency: AlmapBBDO. This Film and Integrated media campaign is related to the Pets industry and contains 1 media asset. It was submitted about 1 month ago.
Credits
Agency: AlmapBBDO
Campaign: Caramelo
Client: Mars
Product: Pedigree
President and CEO: Filipe Bartholomeu
CCO: Pernil
Executive Creative Directors: Eduardo Lima, Fernando Duarte, Henrique Del Lama, Pedro Corbett, and Rodrigo Adam
Creatives: Caique Llaguno, Gustavo Souza, Hirohito Takahashi, and Isabella Remelli
Content: Fernando "Pandão" Cury
RTV: Diego Villas Boas, Victor Alloza, Mariana Golpian, and Antonia Cid Ferreira
Client Services: Camilla Massari, Fernanda Portugal, Julia Marques, Manuella Gavioli, and Ana Flávia Albuquerque
CSO: João Gabriel Fernandes
Strategy: David Gross, Filipe Yudi Nakaoka, Luana Rodrigues Sanches, and Giovanna Rodrigues Orsatti
Special Projects: Julia Newman, Diego Honorato, Larissa Sarkis, Pedro Santi
Live: Siegfrid Frazao Keysselt Junior, Mila Andrade, Christiane Gonçalves Estrella, and Jeniffer Oliveira dos Santos
Approval: Natalia Ball, Fabio Aligns, Ignacio Inda, Rodrigo Alfieri, Ricardo Marinho, Clara Barin, and Marina Moresco
PR: Imagem Corporativa, PR Almap, and Giusti
Photography: Mariana Valverde | Estúdio Almap
Executive Production: 21 Sun
Almap Studio Coordinator: Stephanie Biekarck
Illustrations
Production Company: Black Madre
Creative Director: André Maciel
Executive Director: Tina Castro
Head of Planning: Le Alves
Planning: Beatriz Perrote and Tommy Martins
Client Services: Camila Holzmann
Head of Production: Laryssa Andrade
Producer: Felipe Ribs
Illustrators: Leandro Dexter and Leo Soares
Lettering: Ribeiro
Content Agency: T&P powerd by Fbiz
Client Services: Maryane Colombo and Helena Batisteti
Content: Vanessa Vieira, Daniela Maccio, Paulo Borges, Amanda Lopes, and Paulo Sampaio
Customer Voice: Carol Coleto and Juliana Luccas
Tech/SEO: Ana Marques, Marina Almeida, and José Monte
Media Agency: Essencemediacom
Managers: Danillo Tenório and Breno Rosa
Supervisor: Pedro Cunha
Analysts: Juliane Pires, Isadora Matos, Amanda Leite, and Danilo Sabo
DNA Pets
Head: Jaqueline Oliveira Rosa
CEO: Rodrigo Faria Matheucci
AMPARA
President and Founder: Juliana Camargo
Co-Founder and Director of Operations: Raquel Facuri
Project Manager, “Pedigree Adotar é tudo de bom”: Luana Paola
Production Company: Surreal Hotel Arts
Director: Oriol Barberà
CCO: Carlão Busato
COO: Cris Chacon
Executive Director: Milena Trindade
Head of Production: Mafe Cicaroni
Head of Creative: Bruno Cerqueira
Head of Post-Production: Carol Fernandes
Line Producer: João Avena
Executive Assistant: Érica Martorano
Post-Production Liaison: Tais Sanches
Production Managers: Ana Alegretti, Bruna Brito, and Beatriz Prado
Creative Director: Luis Michelazzo
Creative and Research Hub: Alex Ulhoa, Vitor Matheus, Victória Silva, and
Sol Ômigra.
Trainee Director: Rosa Morbach
Assistant Post-Production Coordinator: Nuara Santos
Edit Bay Operator: Leandro Ferreira
Assistant Editor: Igor Luiz
ESG | Responsible Set: Deborah Costa and Sol Nascimento
Controller: Shyrley Menezes
DP: Luigi Parisi
1st Asst. Director: Juliana Pellegrino
2nd Asst. Director: Cecilio Tavares
Art Director: Karla Salvoni
Assistant Art Director: Liara Campos
Production Manager: Marcos Teshima
Producers: Livia Santos and Maria Elisa
Object Producer: Bruna Ramos
Assistant Object Producer: Janaína Camargo
Handler: Flavia Schleder
Making of: Peveralli Filmes
Post: Driano Torres
Editor: Jon Kadocsa
Assistant Editor: Camila Ribeiro
Post-Production: Gafanhotto
Color: Bleach
Audio Production: Raw Audio
Musical Director: Hilton Raw
Musical Production: Hilton Raw; Fernando Forni, Ricardo Pinda, and Rogerinho Pereira
Sound Design and Mix: Enrico Maccio and Philip Braunstein
Executive Producers: Carol Peternelli and Lu Fernandes
Coordinator: Robério Barbosa
Executive Production with Tatá Werneck: Voz
Executive Director: Chris Melo
Head Producer: Yara Tieppo
Producer: Bernie Wallbeny
Director: Paulo Gonçalves
DOP: João Carlos Rocha
Camera: João Paulo Casalino
Teleprompter Operator: Guilherme Jacobs
Assistant Director: Felipe Nahon
Camera Assistant: Bruno Gaffer: Acácio Alexandre da Conceição
Best Boys: Marco Antônio de Lima and Lucas Monteiro de Lima
Scripts: João Marcus Rodrigues and Leandro Muniz.
