Reigniting CESAR®'s connection with pet lovers
The challenge
CESAR® approached us to help them launch a new eCRM programme 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.