Good Boy Campaign
Good Boy, a Spectrum Brands brand. Newly launched on the German market and featuring its first-ever digital campaign.
Customer
Good Boy
Industry
Dog Food
Service
Lokalisierung
Kampagne
Mediaplanung
Monitoring
Runtime
seit 2026
Overview
Good Boy is already available in German grocery and drugstore retailers, but the brand has had little digital presence so far. The first campaign for the German market aims to raise awareness of Good Boy among dog owners and encourage them to pick up the product from the shelves.
Challenge
On store shelves, Good Boy is up against brands that have been established in Germany for decades. Online, there is a second challenge: "Good Boy" is an everyday phrase as well as the title of several movies and TV shows, meaning the brand has to compete with its own name. The British campaign visuals rely heavily on puns and dry humor that cannot be translated literally.
solution
We adapted the ad copy from scratch instead of just translating it, using a custom-developed tone of voice guide. That’s how the British "Drool Unit" became the "Sabber-Gang," and streaming spots were tailored with regional dialects. The media mix reaches dog owners all the way from their couch to the supermarket: streaming, display, and digital out-of-home ads build brand awareness, while Marktguru and Google Search drive the impulse to buy. Continuous tracking measures the brand's growing visibility—even within the answers of AI assistants.
result
The campaign will run until the end of February 2027. After that, we will evaluate how visibility and brand perception have developed.
