Pedigree Caramelo

We changed the cultural perception of Brazil’s most iconic dog: the Caramelo. More than a mutt, they are celebrities, memes, and part of the country’s heritage. Yet, they are 90% less likely to be adopted. Pedigree’s mission is to find every dog a loving home—even if it means changing ourselves. So we gave Caramelos a “breed,” backed by genetic research, pedigree certificates, a kennel club, a dog show, and a starring role as the brand’s new face. Turning the most overlooked mutt into the most adopted “breed” in Brazil—and taking it global.