Pet Naming Rights

In a new campaign, Nestlé pays for naming rights to pet owners who name their pets after its brands

Developed by Publicis Brasil, the campaign rewards pet owners for the “advertising” they generate

São Paulo, March 2026 – Who hasn’t seen a dog named “Nescau,” a cat named “Galak,” or a “Chokito” shining in their social media feed? These pets end up becoming unwitting protagonists of a curious form of media: every time their names are spoken, a brand is mentioned. Building on this spontaneous behavior, Nestlé and Publicis Brasil are launching “Pet Naming Rights,” a groundbreaking initiative that compensates for this “organic advertising” generated by pets and their owners. Influencer management is handled by BR Media.

The initiative recognizes pets as a kind of “living media.” To determine the reward amount, the brand considered how many times, on average, an owner calls their pet per day over the animal’s lifetime. This number was then cross-referenced with the company’s average CPM, resulting in a one-time voucher worth R$ 162 per owner, which can be used to purchase Nestlé products.

To participate in the promotion, the pet owner must provide proof of the pet’s name via any official document—such as an ID, adoption record, microchip registration, or other official proof of the pet’s name—to ensure the naming rights are legitimate. Submissions must be sent via DM to Nestlé’s Instagram account, @nestle_br. After validation, a voucher worth R$ 162 will be issued per CPF, which can be used in the iFood Grocery category for purchases of R$ 300 or more that include at least one Nestlé product. The promotion runs from March 16 to 22, and the full terms and conditions are available on the Eu Quero Nestlé website.

“The logic of naming rights usually involves large arenas, stadiums, or events. But we realized there is an even more everyday media space: at home, when people call their pets by name. The idea was to acknowledge this cultural phenomenon and play with that logic,” says Mauro Ramalho, Chief Creative Officer at Publicis Brasil.

“Some of Brazil’s most beloved brands are part of very special moments in people’s lives: whether it’s the KitKat that provides a break during the day, the Bono that goes with a snack, or the glass of Nescau that marks the childhood of so many families. When we realized how many pets also have names inspired by these brands, we saw a fun opportunity to celebrate this affection that spans generations. Normally, brands are concerned with protecting their names and preventing them from being used in other ways. We decided to do the opposite: celebrate when they become an important part of people’s lives,” says Rafael Berenguer, Executive Manager of Integrated Marketing at Nestlé Brazil.

Watch the video here: https://www.youtube.com/shorts/OOuCSByetpg