Pedigree Caramelo gave Brazil’s most overlooked dogs the spotlight they deserved

The Caramelo is one of the most common dogs in Brazil. You can find it almost everywhere. Even so, many people looking to adopt a dog still choose a purebred instead.

Pedigree did not try to change that with an emotional message. Instead, it changed how people looked at the Caramelo. Created by AlmapBBDO São Paulo, Pedigree Caramelo celebrated the country’s best-known mixed-breed dog through a nationwide campaign. It introduced the Caramelo Kennel Club, launched a genetic study, held a dog show, and released special Pedigree packs featuring Caramelo dogs. The goal was simple. Give Brazil’s most familiar stray the attention it had never received before.

A Dog Everyone Knows

Almost every Brazilian has seen a Caramelo. The name comes from the dog’s light brown coat, and it has become part of everyday life across the country.

Even so, the Caramelo has never had the same status as many purebred dogs. Those dogs are often linked with breed records, kennel clubs and long histories. The Caramelo is simply known as a mixed-breed dog.

Pedigree saw an opportunity in that difference. Instead of asking people to feel sorry for the Caramelo, the brand chose to celebrate it.

Celebrating the Caramelo

The campaign gave the Caramelo its own identity without pretending it was an officially recognised breed.

Pedigree launched the Caramelo Kennel Club, a community for Caramelo owners and supporters. The brand also worked with researchers on a nationwide genetic study to learn more about Brazil’s mixed-breed dogs. A Caramelo Dog Show invited owners to celebrate the dogs they already loved, and limited-edition Pedigree packs featured Caramelo dogs instead of purebred ones.

Each part of the campaign carried the same message. Mixed-breed dogs deserve the same attention and respect as any other dog.

More Than an Adoption Campaign

The campaign was about more than finding homes for dogs. It was about changing how people saw them.

By celebrating the Caramelo instead of focusing on its struggles, Pedigree gave people a new reason to appreciate these dogs. Shelters and adoption partners also joined the campaign, helping more people discover Caramelos looking for homes.

Meanwhile, the campaign reached people through advertising, packaging, events and social media. Every part worked together to keep the Caramelo in the spotlight.

The Bigger Point

People do not always change their minds because they are told to. Sometimes they change because they start seeing something in a new way.

Pedigree understood that many Brazilians already knew and liked the Caramelo. The missing piece was recognition. The campaign did not change the dogs themselves. It changed the story around them.

That simple shift made the Caramelo something people wanted to celebrate. It also showed that good branding can do more than sell a product. Sometimes it can help people see real value in something that has always been there.

Credits

Pedigree Caramelo (2025) — Pedigree Brazil. Agency: AlmapBBDO, São Paulo. Campaign included the Caramelo Kennel Club, a nationwide genetic study, the Caramelo Dog Show, limited-edition Pedigree packaging, and partnerships with animal welfare organisations to support mixed-breed dog adoption. Creative and production credits should be verified before publication.