

Snap a Selfie with your dog with the new SelfieSTIX app

PEDIGREE® are making it easier for you to snap a selfie with your dog.


Following the success of PEDIGREE® SelfieSTIX  — a specially designed clip that lets you attach a PEDIGREE® DentaStix™ to the top of your smartphone — PEDIGREE® and Colenso BBDO launched the PEDIGREE® SelfieSTIX app that lets people add fun filters to their dog’s perfect photo.


Like Snapchat lenses, but for dogs, the PEDIGREE® SelfieSTIX app easily converts peoples’ canine companions into a delightful cast of characters, including police officers, aviators, university graduates, safari explorers and cowboys.  Dog owners can also expect a new release of filters around special occasions like Valentine’s Day and Easter.


Says David Arcus, creative technologist for Colenso BBDO: “People have access to filters, so why not dogs? We looked everywhere for the tech, but it doesn’t exist so, we built it. We trained a network to recognise dog faces by feeding it thousands of images of dogs. Over time, the trained algorithm learned to recognise similar patterns across all the images, the edges of the ears, or the contrasting colours of the nose, for instance. Then whenever the dog looks at the camera, the app places a fun filter on its face.”



Says Cormac van den Hoofdakker, brand manager of PEDIGREE® at Mars NZ: “We love our dogs, so why not give dogs access to all the fun things us humans have too? The PEDIGREE® SelfieSTIX phone clip meant that people could have meaningful moments of closeness with their dogs in the form of a perfect selfie. But with the PEDIGREE® SelfieSTIX app, it truly takes those selfies to the next level.”


The PEDIGREE® SelfieSTIX app transforms the campaign and activation into a platform that can be refreshed time and time again, driving repeat purchase of the DentaStix™ product.


The app uses a unique combination of canine facial recognition technology and machine learning to track the dog’s face, which allows for accurate placing of the filters. It then lets people share their filtered selfie through social media.


Compatible with Android and iOS devices, the PEDIGREE® SelfieSTIX app is free to download from the App Store and Google Play.