Building on the success of the 2025 Caramelo platform, the new initiative aims to deepen the emotional connection between Brazilians and their mixed-breed companions. By leveraging the star power of Ronaldinho, the brand is positioning the mutt not merely as a pet, but as an emblem of the country’s authentic, spontaneous, and diverse spirit. The strategy shifts the focus from individual dogs to a broader cultural sentiment, emphasizing that every animal deserves quality nutrition and a permanent home.
Ricardo Marinho, marketing manager at PEDIGREE, noted that the company has spent over 17 years advocating for responsible adoption. The collaboration with Ronaldinho is designed to amplify this message, connecting the footballer’s reputation for joy and authenticity with the unique character of the Brazilian mutt. According to Camilla Massari, chief impact officer at agency AlmapBBDO, the campaign intends to transform how society perceives these dogs, turning cultural identification into tangible support for animal welfare and adoption efforts.
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