Brazil, the land of capoeira, samba de roda, frevo, artisanal Minas cheese and… caramelized mutts. After all, who has never been happy with a meme of a mutt or made a little voice while petting one? For many, mixed breed dogs and cats (SRD) are the face of Brazil. It is no wonder, according to the Quaest survey, conducted in July 2024 and commissioned by Petlove, 32% of Brazilian dogs and 52% of Brazilian cats are mixed breed animals (SRD). According to 2024 data from DogHero, a Petlove service platform with more than 2.5 million registered pets, 40% of registered dogs and cats are mutts. In this sense, starting from the day of the mongrel (31), Petlove creates the campaign #ORGULHOVIRALATA to demystify prejudices and reinforce that the mixture of races and plurality is what makes Brazil a special country.
One of the measures taken by the movement is to strengthen Bill (PL) 1897/2023, which aims to transform the caramel mutt into an intangible cultural manifestation of Brazil. To this end, there will be an online petition to request greater speed in the analysis of the bill by the Culture Committee and its approval in the Chamber of Deputies, as well as in the Senate. In addition, until August 4, the Petlove unit, located in Tutóia, will have a ballot box in a special and reserved space, simulating a voting booth, open to the public and ready to collect signatures from those interested in supporting the cause.
“Transforming the world into a place where pets can be happier and healthier also means valuing the differences between them. We want to celebrate the pride we have in the caramel, the mango filament, the sialata, the malhadinho and all the others. Therefore, on this special day, we are going to give a little push so that the SRDs, which are so present in Brazilian culture, effectively become a symbol of our country”, highlights André Romeiro, Brand Director at Petlove.
Starting on the 31st, Petlove will temporarily change its logo’s visual identity, with caramel-colored palettes, to pay homage to mongrel animals. The campaign also includes a video that questions the meaning of the expression “mongrel complex” and presents the qualities of animals with videos of their qualities and the enormous diversity of colors and breeds of the Mixed Breed Dogs, while inviting people to participate. The campaign also has future possibilities. If the bill that makes caramel the symbol of Brazil is approved, the pet company will produce a statue in homage to mongrels. In addition, starting on August 1st, pet lovers will have a space on Petlove’s social networks to share moments that praise their mongrels, through a collaborative album, a carousel of the brand, open to the public.
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