In Brazil, caramel-colored mutts—affectionately called caramelos—are everywhere. They roam the streets, star in memes, and have even inspired grassroots movements to feature them on Brazilian banknotes. Despite their cultural presence, these dogs face 90% lower adoption rates compared to purebred dogs.
Pedigree, the global dog food brand under Mars Petcare, saw an opportunity to champion these overlooked pets. By elevating caramelos as symbols of loyalty, affection, and Brazilian identity, Pedigree could both drive adoption and reinforce its brand purpose: “Feed the Good.”
Partnering with AlmapBBDO São Paulo, Pedigree launched the “Caramelo” campaign in 2025. It wasn’t just an ad—it was a cultural movement to give caramelos the recognition they deserve.
Campaign Overview
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Hero Film: Told the story of a caramelo rejected from a dog show for being mixed-breed, highlighting systemic bias.
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Celebrity Endorsement: Actress and influencer Tatá Werneck, along with João Vicente de Castro and Gabriel Louchard, supported the campaign.
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Scientific Backing: Pedigree announced the largest genetic study of caramelos and founded the Caramelo Kennel Club to give them formal recognition.
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Cultural Symbolism: Positioned the caramelo as the “representative of all mixed-breed dogs,” a mascot for inclusivity.
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Multi-channel rollout: TV, digital, social media, PR, and even a Caramelo Dog Show amplified the message nationwide.
Campaign Objective
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Promote adoption: Encourage Brazilians to adopt mixed-breed dogs, especially caramelos, who are often overlooked.
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Challenge bias: Confront systemic favoritism toward purebred dogs in shows and homes.
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Strengthen brand purpose: Position Pedigree as a champion of all dogs, not just pedigrees.
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Leverage cultural resonance: Align with Brazil’s affection for caramelos to spark national pride and conversation.
Execution
Pedigree’s execution was multi-layered, blending storytelling, science, celebrity, and cultural integration:
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Hero Film & Narrative Arc: The centerpiece ad dramatized a caramelo being rejected from a dog show, symbolizing the systemic bias against mixed-breed dogs. The emotional arc ended with a call to adopt, positioning Pedigree as the voice of fairness.
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Celebrity Advocacy: Tatá Werneck, one of Brazil’s most beloved entertainers, became the face of the campaign. Her involvement added authenticity and mainstream visibility. Other celebrities amplified the message across social platforms.
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Scientific Legitimacy: Pedigree commissioned the largest genetic study of caramelos, proving their uniqueness and diversity. This wasn’t just marketing—it was science-backed advocacy.
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Caramelo Kennel Club: To formalize recognition, Pedigree founded the Caramelo Kennel Club, symbolically giving caramelos the same legitimacy as purebreds.
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Caramelo Dog Show: A playful twist on traditional dog shows, this event celebrated caramelos as champions, flipping the script on exclusion.
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Social Media Integration: TikTok and Instagram were flooded with caramelo content. Pedigree tapped into existing meme culture, encouraging users to share their own caramelo stories.
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Grassroots Tie-In: The campaign aligned with ongoing movements to feature caramelos on Brazilian banknotes, amplifying cultural relevance.
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Shelter Partnerships: Pedigree connected the campaign directly to adoption drives, ensuring real-world impact beyond awareness.
This wasn’t just advertising—it was a cultural movement backed by science, celebrity, and grassroots energy.
Brand Impact
The campaign delivered impact on multiple levels:
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Purpose Reinforcement: Pedigree elevated its brand purpose by championing inclusivity, proving it cares for all dogs.
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Cultural Resonance: Caramelos became a national talking point, blending advertising with social movement. The campaign tapped into pride and humor, making it unforgettable.
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Adoption Advocacy: Shelters reported increased visibility and adoption rates for mixed-breed dogs during the campaign period.
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Positive Sentiment: Consumers praised Pedigree for tackling bias and celebrating Brazil’s most iconic mutt.
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Awards & Recognition: The campaign won a Titanium Lion at Cannes Lions 2025, the festival’s highest honor, cementing its global creative impact.
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Business Impact: Beyond purpose, Pedigree strengthened brand equity in Brazil, reinforcing loyalty among pet owners and driving relevance in a competitive market.
Results
Pedigree Caramelo delivered outstanding impact, generating 237M impressions and a massive 400% surge in organic engagement. The campaign drove 99% positive reactions, a 218% increase in Caramelo dog adoptions in the first month, and a 23.2% lift in Pedigree sales, making it one of the brand’s most effective purpose-led initiatives.
Lessons Learned
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Cultural icons can drive social change. By aligning with the caramelo, Pedigree tapped into national pride.
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Purpose-led storytelling resonates. Emotional narratives paired with real advocacy build credibility.
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Celebrity voices amplify impact. Tatá Werneck’s involvement gave the campaign mainstream visibility.
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Science adds legitimacy. The genetic study and kennel club elevated the campaign beyond advertising.
