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.
Image Credit: Pedigree
Why This Trend Is Growing
- 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.
- 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.
- Parenting Humor
- Pedigree's ad campaign uses humor and relatability to appeal to young people in their parenting journey.
Industries Being Reshaped
- 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.
- Marketing Industry
- The marketing industry can explore humor and relatability to tap into the growing Millennial pet ownership demographic.
- 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.
