In our homes, our adorable dogs are often spoiled with love and treats. However, even when they’re satisfied, these clever little companions know exactly how to work their charm to convince us to give them one more snack. To counter this crafty behavior, Pedigree, in collaboration with Colenso BBDO, has introduced a gadget that’s both hilarious and practical: the world’s first canine lie detector.
Developed in partnership with technology studio Satellite NZ, this device takes the form of a small, connected collar with voice control that determines whether your dog is truly hungry or simply pretending to be. Linked to a mobile app, it tracks the dog’s physical activity, food consumption, breed, and size to recommend the perfect balanced meal.
A connected collar for dogs to “Play Fair”
The concept is simple: ask “Is my dog lying?” and the app will tell you whether your dog deserves a snack or is just acting for one. As a bonus, the app also sends educational notifications to remind pet owners that even the leftover toast crumbs count towards their dog’s daily intake.
A fun solution to a serious problem
While the device offers a light-hearted approach, it addresses a real issue—canine obesity. In Australia, 7 out of 10 dogs are overweight, and 76% of dog owners admit to giving in to their dog’s pleading eyes at least once a week. This overfeeding can lead to serious health problems for our beloved pets.
With its humorous take, the lie detector becomes a preventative tool, helping owners adjust their pets’ meals without feeling guilty (or at least, not too guilty).
A viral campaign that’s barking up the right tree
Launched on April 3rd, the campaign kicked off with a national study conducted with canine behavior expert Nathan Williams, broadcasted on TV, radio, and in the press. The campaign gained traction the following day through content creators revealing just how far their dogs would go to beg for a treat.
Additionally, a digital and outdoor advertising campaign took over the streets and screens across Australia with a bold message: “Dogs are liars.” For the curious, Pedigree also launched an online nutrition calculator, a sign-up form to test the device early, and a lottery to win their very own lie detector.
An innovative, fun, and well-timed product
With this unique device, Pedigree combines humor and technology to address a serious issue. By turning a piece of tech into both a loving and preventative tool, the brand showcases its commitment to strengthening the bond between pets and their owners. It also proves that innovation in pet care can be just as much about laughter as it is about health.
And in the same spirit of creativity and commitment to pets, Pedigree encourages pet lovers to rediscover the Catterbox, a connected collar that translates your cat’s meows into human language.
