CONSUMER CAMPAIGN: Luxury pet perfume for jetset canines

Aimed at the growing number of upmarket urbanites who like their pampered pooches to match their smart, contemporary lifestyles, dog and cat outfitters Mungo & Maud supplies handcrafted pet accessories made from natural materials.

Campaign: Mungo & Maud Dog Fragrance
Client: Mungo & Maud
PR Team: Mission Media
Timescale: March to December 2007
Budget: £30,000, including cost of developing fragrance

Husband and wife team Michael and Nicola Sacher opened their first store near London's Sloane Square in May 2005.

Objectives
To encourage brand awareness and drive sales in the Christmas run-up. To position Mungo & Maud as the premium authority on luxury living for pets.

Strategy and plan
To achieve a high-impact news story, Mission suggested creating a dog fragrance. Aware that similar projects by other brands in the past had been received as novelty items, Mission approached respected 'nose' Lyn Harris of the Bond Street fragrance house Miller Harris.

Harris developed Petite Armande, which was retailed at £38 for 50ml. It was approved by vets in order to avoid any potential media backlash about the product disturbing dogs' own natural sense of smell.

The next task was to find a canine supermodel to become the face of the fragrance. The winner, Shirley, a three-year-old Bassett Griffon Vendeen (Grand) from north London, was used for a viral campaign and press release.

Measurement and evaluation
The launch was covered in The Independent, the Daily Mail and Evening Standard and Mission secured an exclusive interview between Harris and Financial Times columnist Edwina Ings-Chambers.

The fragrance featured in two slots on London Tonight, The Graham Norton Show and The Paul O'Grady Show.

Results
The retailer's overall sales rose by 37 per cent in December on the previous year. The PR team also pipped the launch of Harrods dog perfume, Sexy Beast, by three days.

Since the campaign, Mungo & Maud has become a supplier to Selfridges and is about to be made available through Nicole Fahri.

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