Campaign details
Brand: CesarBrand owner: MarsLead agency: AMV BBDOContributing agencies: MediaComCountry: GlobalIndustries: PetcareMedia channels: Competitions & contests, Online display, Online video, Point-of-purchase, in-store, Public relations, Social media, Word of mouth, influencersBudget: 1 - 3 million
Executive summary
As one of many pet care brands in Mars Inc's global portfolio, Cesar has to internally compete for advertising and promotional investment.
With the cost of broadcast reach inaccessible for most markets, and with a limited pot of cash to do everything, the brand needs communications to support...