DOGGIE DENTURES
Anyone working in a veterinary practice will know that dental disease is very common amongst dogs, especially as they age. Periodontal disease is the most frequently occurring clinical condition in dogs with 4 out of 5 of those over 3 showing signs of it (Hamp et al. 1984). Periodontal disease can cause great discomfort and pain in our four-legged friends and to lead to greater health concerns.
Despite the common incidence of the disease, market research across Europe has found that less than 5% of dog owners are aware that their dog has a problem. We are passionate about improving the oral health of dogs so we created the fun, disruptive and memorable Doggie Dentures campaign to get dog owners to sit up and take notice of the issue, and ensure their dog has a healthy oral care regime.
April fools
On April 1st 2011 Pedigree® staged a hoax ‘sell' of their fake product, Doggie Dentures, on shopping channel ‘Ideal World'. Watch the video here.
Channel 4 Comedy Gala
In June 2011, as part of the Channel 4 Comedy Gala, our Doggie Dentures TV ad was hijacked by Alan Carr in aid of Great Ormond Street Hospital.
