Cesar.
Sophisticated food for sophisticated dogs.
Problem: You really think your dog shouldn’t have to eat dog food.
Solution: Cesar is the perfect food for little dogs who think they are people.
The research was clear. These were dogs that were little companions. They weighed about 14 pounds and they slept on the bed. They listen without judgement. They are delightful company. They shouldn’t have to eat dog food but the vet says that it’s unhealthy for them to eat human food. But now there is Cesar. It looks and smells like pate. Perfect.
Agency: BBDO West
The Cesar Launch Campaign
Year 3: Celebrity Print Campaign
The Cesar TV Campaigns
“Cocktail Party”
The first Cesar television commercial went on air nearly five years after the launch. The product is the star of a lighthearted story that demonstrates the product’s uniqueness without saying a word.
“I will always be your co-pilot.”
About two years later, the next television campaign focused more on the relationship between the pet and his companion, reinforcing the message conveyed by the new celebrity print campaign.