How This Pet Food Brand Got Ice-T to Dress Like His Bulldog

Cesar's holiday sweater campaign celebrates the tackiness in all our hearts

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

As America gears up for Hanukkah, Christmas, and Kwanzaa (on Dec. 24, 25 and 26, respectively), there's another year-end holiday coming even sooner, on Dec. 16. The good news is there's still time to get ready for it.

It's National Ugly Christmas Sweater Day. (No, we're not kidding.)

But unless you're in the business of actually selling ugly Christmas sweaters, these ghastly woolen creations probably don't seem like much of a marketing opportunity, with the notable exception of luxe dog food-maker Cesar.

The brand recently unleashed an ugly sweater campaign called Matchy-Matchy—and we do mean unleashed, since this bizarre holiday gambit doesn't just celebrate people who love awful Christmas sweaters adorned with motifs like reindeer and snowmen, but the poor unfortunate pets who end up wearing the sweaters, too.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in