Caramelos: Brazil’s new campaign for mixed-breed dog adoption

The “Caramelo” campaign aims to raise awareness about the adoption of mixed-breed dogs, which are up to 90% less likely to find a family than purebred dogs.

In Brazil, a new initiative aims to encourage public awareness about the responsible adoption of mixed-breed dogs. The campaign, “Caramelo,” employs as its name a symbol well known in Brazilian culture: the caramel-colored coat of the iconic street dog, which symbolizes most homeless dogs in Brazil.

The campaign hopes to foster the adoption of such dogs, having as much as 90% less chance of a family being discovered compared to purebred dogs. Oftentimes put into shelters, the Caramelos are loving, soft, and full of energy but possess very little chance of adoption due to their widespread appearance and not having an official pedigree. The Caramelo then becomes an authentic image of diversity and uncompromising love that every dog can offer.

Supporting the campaign is a collection of Brazilian celebrities, including Tatá Werneck, an influencer and actress herself who is famous for her advocacy of animal rights, and other celebrity figures such as João Vicente de Castro and Gabriel Louchard. Tatá became part of the campaign after she publicly spoke out against the injustice of not being able to register her dog, Maminha, in dog competitions simply because he was not from a recognized breed.

How the Campaign Evolves

The PEDIGREE® campaign, developed by agency AlmapBBDO, spans a variety of communication mediums like cinema, social media, and digital media. Of all the activities, one of the most intriguing is an original genetic research study among 350 Caramelo dogs in collaboration with DNA Pets. The study aims to determine the common genetic features of these dogs, thereby giving them greater value and identity.

Another major project is the creation of the Caramelo Kennel Club, a community that will bring together the followers of these dogs and offer events, special content, and adoption. Additionally, the first-ever Caramelo Dog Show will take place, a competition that will celebrate the beauty and uniqueness of these animals, accompanied by an adoption fair.