Is your dog an imposter?

Agency: adam&eveDDB


Schmackos is the top dog treat in Australia where everyone knows the brand’s tagline ‘Dogs Go Wacko for Schmackos’.

In order to get a new generation of dog owners who have grown with the brand’s famous ad campaign to witness their dogs go wacko for Schmackos first-hand, adam&eveDDB and Schmackos devised the world’s first Dog Test Kit.

Now and then people end up owning a pet that they think is a dog, but it turns out to be something else. The Dog Test Kit is a revolutionary invention consisting of nothing but a dog treat. The ultimate test to find out if your dog really is a dog, simply by giving them Schmackos and watching their reaction - because dogs go wacko for Schmackos, imposters don’t.

The test-kit launched alongside a major campaign across TV, DOOH, VOD, radio, digital display and social campaign.

The tongue-in-cheek TV ad makes dog owners aware that they might have an imposter dog and invites them to order a Schmacko’s Dog Test Kit to find out for themselves if their dog really is a dog. Cut-downs across Schmacko’s social channels encourage pet owners across Australia to sign up for their own kit.

OOH and digital display ads help people spot the signs, such as: “Does your dog have a pouch?” and “Is your dog hissing at you?”

Schmackos also sent out a rapid response test-van into the field with a team of people equipped with Dog Test Kits ready to help people get to the truth: is your dog an imposter dog?

Test kits sold out within a week of launch, with 15,000 dogs tested and over 20k+ owners signing up.

This professional campaign titled 'Is your dog an imposter?' was published in Australia in June, 2023. It was created for the brand: Schmackos, by ad agency: adam&eveDDB. This Integrated medium campaign is related to the Pets industry and contains 2 media assets. It was submitted 3 months ago.


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