Pedigree launches campaign to recognise Caramelos and mixed-breed dogs
Supported by Brazilian celebrities such as Tatá Werneck, João Vicente de Castro and Gabriel Louchard, the initiative will include the largest genetic study to date of Caramelos and the founding of the Caramelo Kennel Club.
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Pedigree the leading brand in dog food in Brazil and the world, is launching the campaign Caramelo, starring the so-called Caramelo mutt as the representative of all mixed-breed dogs.
The initiative is designed to encourage responsible adoption and combat abandonment, especially of these dogs, which are the majority of shelter-housed pets waiting for a home, and which are 90% less likely to be adopted. In addition to the Caramelo, which is a symbol of Brazilian culture in its own right, the movement is led by the actress, presenter, and influencer Tatá Werneck, and supported by a team of national celebrities that include João Vicente de Castro, Alejandro Claveaux, Gabriel Louchard, Jhonatan Oliveira, Gustavo Tubarão, TET, and Viralatacaramelo, the brand’s ambassador.
With 12 adopted pets, Tatá Werneck is known for her love of animals and her support for animal welfare. She came to lead the cause after posting an indignant video on social media when she discovered that mutts like her dog Maminha can’t be registered for dog shows because they’re not purebreds. Pedigree came to Tatá’s support, and she and a group of friends kicked off the national campaign seeking to value, honour, and change the lives of the dogs that have become a national symbol: Brazil’s beloved Caramelos.
Credits
View on- Agency AlmapBBDO/Sao Paulo
- Production Company Surreal Hotel Arts
- Director Oriol Barbera
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Credits
View on- Agency AlmapBBDO/Sao Paulo
- Production Company Surreal Hotel Arts
- Director Oriol Barbera
- Executive Producer Milena Trindade
- Creative Director Luis Michelazzo
- Head of Production Mafe Cicaroni
- Head of Creative Bruno Cerqueira
- Line Producer Joao Avena
- Assistant Editor Igor Luiz
- Production Company Black Madre
- Head of Production Laryssa Andrade
- Creative Director Andre Maciel
- Executive Producer Tina Castro
- Color Bleach Post/Brazil
- Audio Post Raw Audio
- Musical Director/Producer Hilton Raw
- Music Producer Fernando Forni
- Music Producer Ricardo Pinda
- Music Producer Rogerinho Pereira
- Sound Designer Enrico Maccio
- Sound Designer Philip Braunstein
- Executive Producer Carol Peternelli
- Executive Producer Luciana Fernandes
- Chief Creative Officer Marco (Pernil) Giannelli
- Chief Creative Officer Carlao Busato
- Executive Creative Director Eduardo Lima
- Executive Creative Director Fernando Duarte Silva
- Executive Creative Director Henrique Cerdan Del Lama
- Executive Creative Director Pedro Corbett
- Executive Creative Director Rodrigo Adam
- Creative Caique Llaguno
- Creative Gustavo Souza
- Creative Hiroito Takahashi Gomes
- Creative Isabella Remelli
- Art Director Karla Salvoni
- Producer Livia Canto
- Producer Maria Elisa Medeiros
- DP Luigi Parisi
- Editor Leandro Ferreira
- Editor Jon Kadocsa
- Assistant Editor Camila Ribeiro
- Head of Post-Production Carolina Fernandes
- Post Driano Torres
- Producer Felipe Ribs
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency AlmapBBDO/Sao Paulo
- Production Company Surreal Hotel Arts
- Director Oriol Barbera
- Executive Producer Milena Trindade
- Creative Director Luis Michelazzo
- Head of Production Mafe Cicaroni
- Head of Creative Bruno Cerqueira
- Line Producer Joao Avena
- Assistant Editor Igor Luiz
- Production Company Black Madre
- Head of Production Laryssa Andrade
- Creative Director Andre Maciel
- Executive Producer Tina Castro
- Color Bleach Post/Brazil
- Audio Post Raw Audio
- Musical Director/Producer Hilton Raw
- Music Producer Fernando Forni
- Music Producer Ricardo Pinda
- Music Producer Rogerinho Pereira
- Sound Designer Enrico Maccio
- Sound Designer Philip Braunstein
- Executive Producer Carol Peternelli
- Executive Producer Luciana Fernandes
- Chief Creative Officer Marco (Pernil) Giannelli
- Chief Creative Officer Carlao Busato
- Executive Creative Director Eduardo Lima
- Executive Creative Director Fernando Duarte Silva
- Executive Creative Director Henrique Cerdan Del Lama
- Executive Creative Director Pedro Corbett
- Executive Creative Director Rodrigo Adam
- Creative Caique Llaguno
- Creative Gustavo Souza
- Creative Hiroito Takahashi Gomes
- Creative Isabella Remelli
- Art Director Karla Salvoni
- Producer Livia Canto
- Producer Maria Elisa Medeiros
- DP Luigi Parisi
- Editor Leandro Ferreira
- Editor Jon Kadocsa
- Assistant Editor Camila Ribeiro
- Head of Post-Production Carolina Fernandes
- Post Driano Torres
- Producer Felipe Ribs
The campaign, developed by AlmapBBDO, combines an innovative concept and a sensitive approach, establishing a powerful connection with the public and working to spark a national groundswell. It all begins with the film Pedigree Caramelo, which can be seen on multiple platforms and media channels, including in cinemas, Out of Home (OOH), YouTube, Meta, and TikTok.
The brand is dedicated to giving Caramelos everything that purebreds enjoy. Among its planned activities are a groundbreaking genetic study of 350 Caramelos, carried out in partnership with DNA Pets, to establish the physical, genetic, and health traits they all share. Another is the founding of the Caramelo Kennel Club, a community supported by Pedigree and designed to bring Caramelo lovers together, providing them with exclusive content, news adoption events, and relevant launches.
The brand will also put on the first-ever Caramelo Dog Show, starring the titular breed and other four-legged friends, which will also include a major adoption fair. Another significant campaign initiative is the repackaging of Pedigree products, now they’ll be illustrated with the photo of a Caramelo, in a major step towards recognising an animal that’s central to Brazilian culture and life.
Some 30 million animals in Brazil have yet to find a home, according to the Pet Homelessness Index, calculated by Mars Petcare. Through its Brazilian adoption program, Pedigree ‘Adotar é Tudo De Bom’, the brand has emerged as an activist with one overarching aim: to ensure that all dogs find loving homes. "Pedigree sees the Caramelo as not only an icon of Brazilian culture, but a representative of all mixed-breed dogs,” explains Rodrigo Alfieri, global marketing manager for Pedigree.
“While awareness of pet homelessness is rising, factors like appearance, age, and coat colour have a direct impact on these animals’ chances of being adopted. Pedigree is a democratic brand, just like the Caramelo, and that’s why we believe that together we can touch people’s hearts and get them on board with the movement to take our beloved Caramelos out of shelters and make them the most-adopted dogs in Brazil.”
“For someone who’s crazy about dogs, developing a campaign for Pedigree to boost adoption is a total honour. Our creative challenge was to make the Caramelo into an emblem of the cause, reframing its image in a positive, impactful light,” says Marco “Pernil” Giannelli, CCO of AlmapBBDO. “We want people to see them not just as ordinary dogs, but a symbol of affection, loyalty, and companionship, the things that make any dog, no matter their breed, special.”
