Dogs love Pedigree

Dogs love Pedigree and Pedigree in turn loves dogs…that’s exactly what they tried to prove when they decided to donate a percentage of the sales of each bag of Pedigree sold to benefit dog shelters. Not only did the programme help raise $750,000 but for the first time its sales went up to $1 million. Energiser batteries reminded people to change their smoke alarm batteries in a unique way; its ads said “Change your clock-Change your battery...” meaning change your smoke alarm batteries when you set clocks back from daylight savings time. National and local PR pitched in with community awareness programmes, with more than 5,800 fire departments participating, to increase adoption of this lifesaving – and battery selling idea.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)