Campaign SpotlightPress Release

Adam&eveDDB’s campaign for Schmackos certifies dogs by giving them treats

SYDNEY, AUSTRALIA — To reintroduce Australian dog treat Schmackos to a new generation of dog owners who have grown with the brand’s famous ad campaign, adam&eveDDB and Schmackos devised the world’s first Dog Test Kit anchored on the brand’s tagline “Dogs Go Wacko for Schmackos.”

Now and then people end up owning a pet that they think is a dog, but it turns out to be something else. The Dog Test Kit is a revolutionary invention consisting of nothing but a dog treat. The ultimate test to find out if your dog really is a dog, simply by giving them Schmackos and watching their reaction – because dogs go wacko for Schmackos, imposters don’t.

The test-kit launched alongside a major campaign across TV, DOOH, VOD, radio, digital display and social campaign.


The tongue-in-cheek TV ad makes dog owners aware that they might have an imposter dog and invites them to order a Schmacko’s Dog Test Kit to find out for themselves if their dog really is a dog. Cut-downs across Schmacko’s social channels encourage pet owners across Australia to sign up for their own kit.

OOH and digital display ads help people spot the signs, such as “Does your dog have a pouch?” and “Is your dog hissing at you?”

Schmackos also sent out a rapid response test-van into the field with a team of people equipped with Dog Test Kits ready to help people get to the truth: is your dog an imposter dog? Test kits sold out within a week of launch, with 15,000 dogs tested and over 20k+ owners signing up.

Ben Stilitz, Creative Director, adam&eveDDB: “With Schmackos test kits we can finally end the epidemic of imposter dog scams in Australia. We’re proud to have found a 100% scientific way to stop other species muscling in on affection that rightfully belongs to man’s best friend.”

Partner with adobo Magazine

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