New Zealand’s Colenso BBDO Introduces Canine Social Media Platform For Pedigree DentaStix


Robert Goldrich
Thursday, Jun. 27, 2019


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In late 2017, Colenso BBDO in New Zealand introduced Pedigree SelfieSTIX, a specially designed phone accessory that attached a DentaStix to any phone to enable dog owners to capture the perfect dog selfie every time. 

SelfieSTIX went on to win virtually every industry award including multiple Lions at Cannes.  It also helped drive a double-digit increase in DentaStix sales.

Now Colenso BBDO is helping to take SelfieSTIX to a whole new level.

Introducing Pedigree DentaStix Studios, a social media platform for dogs. Pedigree DentaStix Studios combines cutting-edge technology, product integration and e-commerce to help bring pet owners and their dogs even closer together.  

Pedigree DentaStix Studios offers dog owners three first-of-its-kind social media tools:

  • PupBooth builds upon the SelfieSTIX app so people can add fun 3D filters to their dog faces and share these images
  • DogDays helps owners track the lives of their dog and watch their dog grow up.  Using the Pedigree SelfieSTIX clip, owners take a daily photo of their dog which the app then transforms into a shareable film of their dog’s lives. 
  • And GoodLens gives owners a glimpse into the world their dog sees, by transforming a Pedigree DentaStix into an array of magical objects.  It uses object detection to identify and track a DentaStix treat and then maps a 3D object to the dog treat

Pedigree SelfieSTIX was so well-received that it is now being expanded into the U.S., complete with the new DentaStix Studios options.  It launches this week and will be promoted with short-form videos across Facebook, Instagram and Snapchat, as well as influencer support and a retail activation.


Client Mars/Pedigree, Pedigree SelfieSTIX and DentaStix Studios Dave Griffin, global brand director, Pedigree; Cormac Van Den Hoofdakker, marketing manager pet, Mars New Zeland Agency Colenso BBDO Production Company Assembly Sound Studio Franklin Road

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