Reigniting Cesar's connection with pet lovers
The challenge
Cesar approached us to help them launch a new eCRMprogramme in the UK and Italy. Jumping at the opportunity, we worked with the Mars Petcare team to develop a brand-new programme which would engage and excite their audiences.
We created a revitalised look and feel and tone of voice, reflecting their evolving brand identity, and giving this new Cesar channel an ownable, seasonal identity. We also incorporated their successful“Love Like Crazy” brand 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 as both a brand exercise and a performance driver. Recognising Cesar’s working rebrand, we refined existing assets and injected fresh personality into visuals and copy, ensuring content felt dynamic, yet faithful to the brand’s core voice.
We used:
- Localised storytelling: Crafting messages that balanced cultural nuance with Cesar’s core brand values. Our superstar transcreation team are experts in crafting native messages that feel natural and spark interest in regional audiences.
- Visual evolution: We developed a new, more accessible look and feel, featuring the iconic Westie imagery, with new visual accents and rich media to boost engagement, with playful GIFs and animated product blocks.
- Interactive hooks: Building content that encouraged click-throughs and engagement.
- Continuous refinement: Using performance insights to iterate and improve messaging and design.
Localised storytelling
Visual evolution
Content with cut-through
Continuous refinement
The results
A series of campaigns have exceeded expectations, driving higher click-through rates and engagement. More than that, it created a blueprint for Cesar’s future eCRM communications, ensuring that every email not only speaks with clarity and inspires action, but also strengthens the emotional connection with pet owners across markets.