Pedigree's ad campaign takes a quirky and relatable approach to marketing, appealing to Millennials that aren't quite ready to start a family. Research shows that young people are waiting longer to have families, and Pedigree is using this information to their advantage by encourage those people to start with a dog instead.
The ads feature dog owners interacting with tired and frustrated parents ending with the tagline "Take a baby step into parenting." For example, in one ad, an exhausted mother tries to clean off her messy child at a restaurant. She turns to a dog-owning stranger looking for advice, to which the stranger replies "use a hose." The ad then cuts to the woman and her dog playing with a hose.
Millennial-Targeted Dog Ads
Pedigree's Ad Encourages Young People to Get a Dog Instead of a Baby
Trend Themes
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Millennial-dog Connection — Pedigree's ad campaign is capitalizing on the trend of young people waiting longer to have families by encouraging them to start with a dog instead.
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Pets as Alternative to Parenthood — Pedigree's quirky marketing approach is tapping into the emerging trend of young people seeing pets as a viable alternative to having children.
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Parenting Humor — Pedigree's ad campaign uses humor and relatability to appeal to young people in their parenting journey.
Industry Implications
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Petcare Industry — The petcare industry has an opportunity to capitalize on the trend of young people choosing pets over children by creating products and services that cater to their needs.
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Marketing Industry — The marketing industry can explore humor and relatability to tap into the growing Millennial pet ownership demographic.
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Family Planning Industry — The family planning industry can find disruptive opportunities by rethinking their marketing approach for Millennials and exploring the trend of pets as alternative to having children.