Stop the Blame Game

Rennie has launched ‘Stop the Blame Game’, an integrated campaign from McCann London and Initiative Media promoting Rennie Wind Relief Pro, the brand’s first dedicated trapped wind product. Built around the humorous insight that dogs have been unfairly blamed for human flatulence for generations, the campaign uses Rennie’s trademark British humour to defend the country’s wrongly accused canines.

The campaign takes a documentary-style approach, featuring interviews, a staged protest and social content that tell the stories of dogs allegedly blamed for their owners’ digestive indiscretions. The work turns the familiar joke into a broader campaign idea, positioning Rennie Wind Relief Pro as the solution while giving dogs an opportunity to clear their names.

Launching in cinemas before expanding across TV, digital and social, the campaign features well-known voices including Pete Wicks, Susie Dent, Bill Bailey and Annette Badland. Each helps bring the stories of the wrongly accused dogs to life while reinforcing Rennie’s move into the wind relief category.