If you visit any city in Brazil, you will likely come across a small dog with caramel-colored fur and fallen ears. This mixed-breed dog has become a staple in Brazil’s urban landscape. Millions of Brazilians refer to this type of dog as “Caramelo,” a name inspired by the color of its fur.
In Brazil, mixed-breed dogs are often referred to as “Vira-latas,” or “trashcan tippers,” suggesting that they are strays. Despite being the most common dog in the country, they were referred to in a disparaging way. No one imagined that a mutt would protagonize a campaign for a major international brand or become a symbol of national pride.
That narrative changed thanks to the campaign PEDIGREE® Mutt, which seeks to change the way Brazilians see mixed-breed dogs. PEDIGREE® Mutt presented Caramelo as a national symbol and invited people to recognize the affection that millions of families feel for these animals.
The campaign also highlighted an important reality about stray animals. According to figures shared by the initiative, millions of dogs and cats are abandoned on Brazilian streets, raising a debate around responsible pet adoption.
Rather than creating a new icon, PEDIGREE chose to recognize one that already existed. “Caramelo” is not only part of Brazilian streets; but also, of millions of homes. The campaign shows that brands can also re-signify everyday symbols and turn what went unnoticed for years into a story that generates conversation, pride and identity.
Source: PEDIGREE®.