PEDIGREE VIET NAM – SUPPORTING PET DOG PARENTS IN VIETNAM

PROJECT INFORMATION

• Client Name: Pedigree
• Industry: Dog Food
• Project Duration: 2024
• Partner: Bonsey Jaden Thailand
• Role of Dekohaus Creative: Local Adaptation – Copy Transcreation

CHALLENGES

1. Localizing a Global Brand:
   As the world’s leading dog food brand under Mars, Incorporated, Pedigree required a communication strategy that was approachable and relatable to effectively connect with dog owners in Vietnam.
2. Maintaining Consistent Messaging and Brand Voice:
   As part of a multinational collaboration, Pedigree needed to adapt materials from Bonsey Jaden Thailand in a way that was both creative and culturally aligned while preserving the consistency of its global brand identity.
3. Providing Useful Information:
   Pedigree aimed to deliver knowledge about nutrition, care, and dog training in a clear and friendly manner, making it easy for dog owners to apply in real-life scenarios.

CREATIVE CONCEPT

“Pedigree – Approachable, Professional, and Engaging”

Brand Role:
Pedigree is not just a dog food brand—it’s a trusted companion, providing the best knowledge and solutions for pet care.

Core Messages:

• Accessible: Clear, friendly, and relatable materials tailored to Vietnamese dog owners.
• Professional: Upholding Pedigree’s global message and values.
• Engaging: Building trust and affection among customers through localized content.

IMPLEMENTATION SOLUTIONS

1. Local Adaptation – Copy Transcreation

• Adapted content from Bonsey Jaden Thailand, ensuring the full meaning and messaging were effectively conveyed.
• Created expressions aligned with Vietnamese culture and habits, making the content more accessible and relatable.

2. Editing and Refining Content

• Reviewed and optimized the language to ensure clarity, smoothness, and alignment with Vietnamese writing styles.
• Improved the structure of the materials to help dog owners quickly grasp and apply the information.

3. Maintaining Brand Voice Consistency

• Ensured the localized content reflected the essence, values, and tone of Pedigree’s global brand.
• Communicated Pedigree’s commitment to nutrition and pet care to Vietnamese consumers.

RESULTS ACHIEVED

1. More Effective Customer Engagement in Vietnam:

• The localized training materials enabled dog owners to easily absorb knowledge and apply it to caring for their pets.

2. Enhanced Brand Credibility:

• Pedigree’s investment in content localization demonstrated its commitment to the Vietnamese market, fostering trust and loyalty among customers.

LONG-TERM VISION & VALUES

With collaboration from Bonsey Jaden Thailand and the critical role of Dekohaus Creative, Pedigree has successfully:

• A Trusted Companion: Continuing to be a reliable brand that offers the best products and care solutions for pets.
• A Market Leader: Reinforcing its position as a pioneer in the dog food and pet care industry in Vietnam.
• An Inspiration: Promoting love and responsibility in pet care to the community of dog owners.

CALL TO ACTION (CTA)

Would you like your brand to succeed in localizing content and building deep connections with customers like Pedigree?
Let Dekohaus Creative help you achieve this!

Contact us today to discover innovative and effective solutions tailored to your brand!