PEDIGREE
ALMAPBBDO
2025

CANNES LIONS
TITANIUM LIONS // 
GOLD // Creative Strategy
SILVER // Direct - Pedigree Caramelo
BRONZE // Social & Creator

EFFIE AWARDS LATAM
GRAN EFFIE // 
GOLD // Cuidado de animale
GOLD // Engaged Community
GOLD // Impacto Positivo

EFFIE AWARDS BRASIL
GRAN EFFIE // 
GOLD // Brand Experienc
GOLD // Marketing de Influência

EL OJO
MEJOR IDEIA BRASIL // 
GOLD // Digital & Social
GOLD // Digital & Social
GOLD // Eficácia
GOLD // Experiência e Ativación
GOLD // PR
SILVER // PR
SILVER // Transformación Creativa
BRONZE // Directo
BRONZE // El Tercer Ojo
BRONZE // Experiência e Ativación

BRAZILIAN CREATIVE CLUB
GOLD // Integrated Case
GOLD // Best Use of Influence
SILVER // Best Use of Social Media
BRONZE // Impact and ESG
BRONZE // PR

PEDIGREE CARAMELO

To boost adoptions, we turned the most common mutt in Brazilian shelters into a pedigree dog.

The "vira-lata" Caramelo is a Brazilian icon, the king of memes, the most beloved dog in Brazil. It's almost the face on our 200-real bill. For God's sake, it's an immaterial cultural patrimony of our country. But, unfortunately, they are the most common dogs in shelters. After all, "vira-lata" means mutt. And mutts have a 90% lower chance of being adopted than dogs considered "purebred." But what does it mean to be purebred? A pedigree? Well, we are Pedigree. So we gave the Caramelos everything purebred dogs have.

2018 —’26

all rts. res.

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