Idealised pedigrees are so last century. It's time to include real, everyday dogs and celebrates diversity. Today’s consumers are more marketing-savvy than ever and increasingly expect honesty and transparency from the brands they buy. We have seen the success of Dove’s ‘Campaign for Real Beauty’ and there is a clear backlash against idealised visuals that don’t reflect the daily reality for ordinary people. Consumers are embracing the opposite: honest brands that tell it like it is and make them feel a greater personal connection to the brand world. The use of non-pedigree dogs was a bold move for the brand and this strategic approach was later transferred to the overall campaign.