Super Bowl Brands: Pedigree
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Name: Pedigree, the third largest dog food brand owned by Mars, is widely associated with heart-warming commercials featuring dogs and puppies. The name “Pedigree” actually comes from the Old French phrase “pie du grue” meaning “crane’s foot,” which alludes to the spreading lines used in genealogical charts. Today, we directly associate the word “pedigree” with ancestral lineage.
Career Highlights: Although Pedigree spent $32 million dollars on advertising in 2007, the company has never before advertised during the Super Bowl…until now. This year, Pedigree will join the other highly publicized marketers such as PepsiCo and Anheuser-Bush with a 30 second spot and will be the first dog food company to do so during the much anticipated event.
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