SÃO PAULO, BRAZIL – Last weekend, São Paulo witnessed an extraordinary first with the Caramelo Show, a dog show exclusively for mixed-breed dogs, proudly presented by Pedigree and AlmapBBDO as part of their heartwarming Caramelo campaign. This unique event celebrated the lovable Caramelo mutts and their four legged companions, with a special focus on responsible adoption, and featured an adoption fair in collaboration with Instituto Ampara Animal. During the show, five dogs found their forever homes, reinforcing Pedigree’s dedication to ensuring every pet receives a loving family.
The Caramelo Show offered dog lovers a fun, interactive experience, highlighted by a powerful moment where dogs were paraded in front of the audience while the announcer shared their inspiring rescue stories. Each dog was introduced with details about their age, weight, personality, and journey before they found safety. Attendees were able to honor the dogs’ unique qualities with playful plaques, including titles like “Pure Charm,” “100% Cute,” and “King/Queen of Charisma.”
Campaign ambassador Tatá Werneck was in attendance, and as soon as she arrived, she fell in love with Alice, a Caramelo who’d been rescued from an abusive home. Unlike the rest of the dogs, which spent the event happily playing and interacting, Alice had to sit on Ampara volunteers’ laps nearly the entire time. She was skittish and only felt safe while being held, likely due to trauma from her pre-rescue experiences. After deciding to adopt her, Tatá underwent an evaluation interview with the NGO team in order to be able to take Alice to her new home.
Tatá Werneck wasn’t the only one to leave the event with a new family member. By the end of the show, five dogs had been adopted, and each adopting family underwent a rigorous evaluation to make sure they were ready for the commitment. “The decision to adopt an animal must be taken with great responsibility and full awareness of what responsible care entails,” says Juliana Camargo, president of the Instituto Ampara Animal. “Our interviews are meant to evaluate potential adopters as well as the animal’s behavioral profile. Our greatest dream is to find new loving homes for our furry friends, but we’re extremely careful to avoid returns and abandonment, which cause real suffering for the animals.” After the adoption agreement was signed, each pet received a kit from Pedigree with essential items for their new lives, as well as a booklet advising caregivers about their vaccine schedule and first days at home, among other information.
The Caramelo Show is part of the “Caramelo” campaign, a playful, sensitive approach to putting mutts at the heart of the push for responsible adoption. With this initiative, PEDIGREE® reaffirms its mission to provide a better life for all pets, regardless of breed.
Beyond the dog show, the brand has partnered with DNA Pets to sponsor a groundbreaking genetic study of 350 Caramelo mutts, in order to establish the physical, genetic, and health traits they all share. The campaign also includes the creation of the Caramelo Kennel Club, a community supported by Pedigree and designed to bring loving caregivers and their Caramelos together and provide access to exclusive content, news, adoption events, and more.
Credits – Caramelo
Agency: AlmapBBDO
Campaign: Caramelo
Client: Mars
Product: Pedigree
President and CEO: Filipe Bartholomeu
CCO: Pernil
Executive Creative Directors: Eduardo Lima, Fernando Duarte, Henrique Del Lama, Pedro Corbett, and Rodrigo Adam
Creatives: Caique Llaguno, Giulia Motta, Gustavo Souza, Hiroito Takahashi, and Isabella Remelli
Content: Fernando “Pandão” Cury
Art Buyers: Tereza Setti, Flávia Padrão, and Stephanie Biekarck
RTV: Diego Villas Boas, Victor Alloza, Mariana Golpian, and Antonia Cid Ferreira
Client Services: Camilla Massari, Fernanda Portugal, Julia Marques, Manuella Gavioli, and Ana Flávia Albuquerque
CSO: João Gabriel Fernandes
Strategy: David Gross, Filipe Yudi Nakaoka, Luana Rodrigues Sanches, and Giovanna Rodrigues Orsatti
Special Projects: Julia Newman, Diego Honorato, Larissa Sarkis, Pedro Santi
Live: Siegfrid Frazao Keysselt Junior, Mila Andrade, Christiane Gonçalves Estrella, and Jeniffer Oliveira dos Santos
Approval: Natalia Ball, Fabio Aligns, Ignacio Inda, Rodrigo Alfieri, Ricardo Marinho, Clara Barin, and Marina Moresco
PR: Imagem Corporativa, Almap PR, and Giusti
DNA Pets
Head: Jaqueline Oliveira Rosa
CEO: Rodrigo Faria Matheucci
AMPARA
President and Founder: Juliana Camargo
Cofounder and Director of Operations: Raquel Facuri
Manager of Pedigree Adotar é tudo de bom: Luana Paola
Executive Production of Tatá Werneck Participation: Voz
Executive Director: Chris Melo
Senior Producer: Yara Tieppo
Producer: Bernie Wallbeny
Director: Paulo Gonçalves
DOP: João Carlos Rocha
Camera: João Paulo Casalino
TP Operator: Guilherme Jacobs
Assistant Director: Felipe Nahon
Assistant Camera: Bruno
Gaffer: Acácio Alexandre da Conceição
Best Boys: Marco Antônio de Lima and Lucas Monteiro de Lima
Scripts: João Marcus Rodrigues and Leandro Muniz.
