CARAMELO

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.