CLM BBDO, Boulogne Billancourt 
- 93 rue Nationale Cedex
- Boulogne Billancourt 92513
- France
- Phone: 01 41 23 41 23
- Fax: 01 41 23 43 70
- Country Phone Code: 33
- Email: contact@clm.bbdo.fr
In partnership with:
Frolic - “Bed”
Mars, Inc.| Title | Bed |
| Tagline | She's only with him for his biscuits |
| Agency | CLM BBDO |
| Advertiser | Mars, Inc. |
| Brand | Frolic |
| Campaign Name | Luxury |
| Market | France |
| Country of Production | France |
| Media Type | Television |
| Awards | Cristal Festival, 2010 (France Cristal) for Food/Drink Epica, 2010 (Gold) for Food Eurobest, 2010 (Silver Campaign) for Miscellaneous |
Story
The campaign features ill-matched dog couples. The males are fat, ugly and fairly saggy; the females are pampered, proud and precious.
Why are they in a couple with those dogs? For their croquettes, of course...
Concept
The agency thought up an offbeat approach that breaks away from Petfood market codes.
Problem
Historically, Frolic has built its advertising saga around the creative avenue of irresistibility: dogs can?t resist the temptation of eating Frolic croquettes!
For the new campaign, CLM?s aim was to win market share by making the target younger.