Mars Petcare

McKenzie Beaver, Associate Brand Manager
Craig Neely, VP Marketing
B.J. Crowder, Director
Rafael Blanco, Manager

BBDO New York *Lead Agency

Karin Santiago, VP, Planning Director
Brian Brydon, Communications Planning Director
Annemarie Norris, EVP, Group Director, Planning
Sally Nathans, EVP, Senior Account Director
Peter Kain, Executive Creative Director
Elizabeth Maini, VP, Account Director
Isabel Pluck, Account Manager
Gianfranco Arena, Executive Creative Director

Colenso BBDO *Lead Agency

Kimberly Ragan, Creative Director
Maria Devereux, Creative Director
Ahmad Salim, Group Business Director

MediaCom

Alison Pohorylo, Senior Partner and Group Director

Weber Shandwick

Jerry Gleason, Executive Vice President

AMV BBDO

Carmen Vasile, Global Account Lead Petcare
James Miller, EVP, Head of Planning

Dentastix was in a fight against copycat products. And it was losing. So we changed the fight. Instead of competing over price or how well Dentastix cleans tartar versus, we appealed to dog owners’ emotions. We created SelfieSTIX (a treat clip that attaches to your phone to get your dog’s attention) and Dentastix Studios (an app that puts Snapchat-like filters on your dogs’ faces to create the best photos). As a result, we sold out at Target during our 10-week activation and experienced the largest spike in sales since 2015.