Reigniting CESAR®'s connection with pet lovers
The challenge
CESAR® approached the MARS Petcare team at SWC to help them launch a new eCRM programme to engage and excite audiences in the UK and Italy.
We created a revitalised look and feel, plus refreshed tone of voice, reflecting the evolving brand identity, to give this new CESAR® channel an ownable, seasonal identity. We also incorporated the brand’s successful ‘Love Like Crazy’ campaign, leveraging awareness in both the UK and Italy.
Global consistency, local relevance: ensuring marketing messaging was coherent across languages while feeling authentic to each audience.
Cutting through the noise: standing out in a competitive pet care landscape where differentiation is key.
Driving measurable engagement: creating communications that not only captured attention, but inspired action.
Our solution
We approached the campaign with two purposes in mind: as a brand exercise and a performance driver. Recognising CESAR®’s working rebrand, we refined existing assets and injected new layers of personality into visuals and copy, ensuring the content felt fresh and dynamic, yet faithful to the brand’s established voice.
1. Localised storytelling: creating messaging that balanced cultural nuance with CESAR®’s core brand values. Our superstar transcreation team are experts in crafting native, natural comms that spark interest with local audiences.
2. Visual evolution: we developed a new, more accessible look and feel, featuring the iconic Westie imagery, with fresh visual accents and rich media to boost engagement, plus playful GIFs and animated product blocks.
3. Interactive hooks: building content that encouraged click-throughs and engagement.
4. Continuous refinement: using performance insights to iterate and improve messaging and design during the campaign.
Localised storytelling
Visual evolution
Content with cut-through
Continuous refinement
The results
This series of campaigns exceeded expectations, driving higher click-through rates and engagement. It also created a blueprint for CESAR®’s future eCRM communications, setting the standard that every email should speak with clarity, inspire action, and strengthen the emotional connection between pet lover and pet, and consumer and brand.