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Cesar
Woman's Best Friend Too

RAN IN: United States

CLIENT
Mars, Inc.

Rick Gotwald, Associate Brand Manager
Jeremiah Palmer, Senior Brand Manager

AGENCY
BBDO San Francisco *Lead Agency

Kim Fredkin, SVP, Group Account Director
Willam Jones, Account Director
Marissa Osowsky, Account Supervisor
Meredith Krull, VP, Group Strategy Director
Heidi Keel, VP, Communications Planning Director
Matt Miller, EVP, Chief Creative Officer
Michael Cornell, Senior Art Director
Eric Mayse, Senior Copywriter


Weber Shandwick


MediaCom


Starcom


SUMMARY

With emotional stories showing how feeding Cesar strengthens the bond we share with our pets, the brand has led the wet dog food category. To maintain their category leader position and grow the business, Cesar upped the ante with their key audience - women. With a message rooted at the heart of current social conversations, Cesar won an unfair share of earned media and experienced a significant sales increase over goal. 

CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);MOBILE/TABLET;Display Ad (Mobile/Tablet);Messaging/Editorial/Content;PR;SOCIAL MEDIA;SPONSORSHIP

Audience: Families

Objectives: Build, change corporate image

Type: Business to Consumer

Classification: National

Language: English