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ANDY Awards

Creative Award
New York, United States
PEDIGREE® - "Caramelo (en)" by ANDY Awards 2026

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TitleCaramelo (en)
Agency
Campaign CARAMELO
Advertiser Mars
Brand PEDIGREE®
Date of First Broadcast/Publication 2025 / 3
Business Sector Pet Food, Pet Care Products & Services
Story The ad opens with a caramel-colored dog overlooking a cityscape, symbolizing the widespread cultural affection for such dogs in Brazil, often seen in memes. It highlights the dog as an icon of Brazilian heritage and compares it to the country's currency. The ad reveals a stark truth: mixed-breed dogs like 'caramelo' have a 90% lower adoption rate compared to purebreds. Pedigree addresses this by launching a significant genetic study into these dogs and establishing the 'Caramelo Kennel Club,' which would certify these dogs similarly to purebreds. Engaging visuals show dogs displaying certificates and trophies, emphasizing the campaign's empowering message of equality and inclusion. The campaign ends with dogs eating Pedigree food, reinforcing the product's alignment with supporting the adoption of caramel-colored dogs.
Media Type Television
Length
AI Description The Pedigree ad 'Caramelo' highlights the significance of caramel-colored dogs, commonly referred to as 'caramelos,' in Brazil. Opening with a caramel dog's view over a cityscape, it celebrates the cultural affection for these dogs through memes, social media, and even a fictional currency. Despite their popularity, caramelos face low adoption rates in shelters. The ad features a campaign by Pedigree to address this, establishing the 'Caramelo Kennel Club' to provide official recognition and certificates to mixed-breed dogs. Visuals include playful imagery of dogs with trophies, joyous scenes at dog shows, and engaging social media interactions with prominent Brazilian figures. The campaign emphasizes equality and inclusivity in pet care, aiming for increased adoption and recognition of these beloved dogs.