Droga5 New York Takes Dogs on a ‘Scent-Sory’ Experience for Petco’s Reddy

Over the weekend, Petco opened its first concept flagship for Reddy— its premium lifestyle-owned brand for dogs—in SoHo NYC.

In partnership with Droga5, Reddy needed to alert people to this grand opening and drive foot traffic to this new bricks and mortar location. So, to announce that the doggy doors are now open, the agency created a ‘scent-sory’ tour through SoHo right to the new Reddy storefront. 

The sensory experience tapped into the fact that smell lies at the very centre of how our dogs behave. Using a concentrated formula of fragrances attached to OOH wild postings and guerrilla ‘paw print’ pavement decals, the scent trail was designed to activate a dog's tracking instincts and drive pets (and their pet parents) directly to the new store location.

Unique messaging along the route playfully poked fun at each dog's newfound fascination for these smells, while teasing what’s in store for dogs at this newly desired destination. After all, our dogs “see” the world through scent, and we often overlook how powerful their noses are as a processing tool. We often hurry them along during walks, focused on the destination rather than the journey. This act is all about disrupting the daily dog walk to enrich the journey and shine a light on this new dog-friendly destination.

To draw additional eyes, a parade of dogs walked the scent trail from Washington Square Park, through SoHo to the Reddy store on opening day over the weekend.