Frolic built its advertising around the creative concept of irresistibility: Dogs can’t resist the temptation of eating Frolic croquettes. For its new campaign, CLM BBDO targeted a younger audience with an offbeat approach that breaks away from pet food market codes. The campaign features ill-matched dog couples (the males are fat, ugly and fairly saggy while the females are pampered, proud and precious) and the tagline, “She's only with him for his biscuits.” The campaign began in print and followed with TV in France.
