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Droga5 New York Takes Dogs on a ‘Scent-Sory’ Experience for Petco’s Reddy

Agency creates a scent trail designed to activate a dog's tracking instincts and drive pets (and their pet parents) directly to a new store location

Droga5 New York Takes Dogs on a ‘Scent-Sory’ Experience for Petco’s Reddy

Over the weekend, Petco opened its first concept flagship for Reddy— its premium lifestyle-owned brand for dogs—in SoHo NYC.

In partnership with Droga5, Reddy needed to alert people to this grand opening and drive foot traffic to this new bricks and mortar location. So, to announce that the doggy doors are now open, the agency created a ‘scent-sory’ tour through SoHo right to the new Reddy storefront. 

The sensory experience tapped into the fact that smell lies at the very centre of how our dogs behave. Using a concentrated formula of fragrances attached to OOH wild postings and guerrilla ‘paw print’ pavement decals, the scent trail was designed to activate a dog's tracking instincts and drive pets (and their pet parents) directly to the new store location.

Unique messaging along the route playfully poked fun at each dog's newfound fascination for these smells, while teasing what’s in store for dogs at this newly desired destination. After all, our dogs “see” the world through scent, and we often overlook how powerful their noses are as a processing tool. We often hurry them along during walks, focused on the destination rather than the journey. This act is all about disrupting the daily dog walk to enrich the journey and shine a light on this new dog-friendly destination.

To draw additional eyes, a parade of dogs walked the scent trail from Washington Square Park, through SoHo to the Reddy store on opening day over the weekend. 

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Client: Petco

Brand: Reddy

Agency: Droga5 NY

Co-Chief Creative Officer: Tim Gordon

Co-Chief Creative Officer: Felix Richter

Executive Creative Director: Scott Bell

Creative Director: George McQueen

Creative Director: Tom McQueen

Sr. Copywriter: Richard Langhorne

Sr. Art Director: Zachary Madrigal

Executive Design Director: Nate Scott

Sr. Designer: Lia Sfiligoj

Designer: Elvis Dinh

Group Experience Design Director: Craig Wong

Senior Experience Designer: Owen DiRienz

Associate Director, Interactive/Experiential: Jenn Mann

Producer, Interactive/Experiential: Teia Meigneux

Senior Music Supervisor: Michael Ladman

Director of Business Affairs: Dan Simonetti

Senior Business Affairs Manager: Ramona Seunath

Talent Manager: May Chee

Senior Traffic Manager: Wendy Kaplan

Experience Strategy Director: Meghan Bush

Group Strategy Director: Tom Haslow

Senior Strategist: Albert Opraseuth

Group Account Director: Stefane Rosa

Account Director: Amanda Burnett Bard

Account Supervisor: Daniel Lawrence

Associate Account Manager: Mallie Feldman

Senior Project Manager: Simon Jolly

Client: Petco

Chief Executive Officer: Ron Coughlin

Chief Marketing Officer: Katie Nauman

Vice President, Visual and Merchandise: Rick Neira

Head of Brand Marketing & Creative: Olivia Doyne

Marketing Manager, Reddy: Inma Perez

Director of Creative Strategy and Design: Tobias Farmer

Head of Internal Studio: Bessie Wink

Creative Studio Operations Manager: Doris Peterson

Production Company: OzTech Media

Kevin Starkes: Executive Producer

Lauren Stein: Producer

Sprint Step: Content Production

Category: Home , Pet Supplies