Jif and Milk-Bone Create Peanut Butter Scent for Dogs in New Campaign from BBH USA

Pet brand Milk-Bone and peanut butter company Jif have teamed up for a new product no one would have expected: perfume. 

Made together with full-service creative agency BBH USA, the "More Dog, A Collab That Makes Sense" campaign hilariously introduces us to the new "Milk-Bone X Jif scented fragrance" — a scent made for dogs inspired by the recognizable smell of peanut butter.

And while it's certainly an interesting product to build out of the collaboration, it's actually not real. 

Instead, the campaign hopes to promote the "Milk-Bone Soft & Chewy Peanut Buttery Bites," a treat for dogs made using JIF's world-famous peanut butter. 

The campaign was in part inspired by Yale's claim that peanut butter is the second most recognizable scent in the world. Not only that, it's also a dog's favorite human food. 

Hence, the new treat was born, making dogs happy with a new product made together with the "human treat" brand. 

BBH USA Group Creative director and Senior VP Peter Deftries shares some insights about the makings of the campaign:

J.M. Smucker Co. CMO Gail Hollander also believes that "nothing is more real than the "unbridled joy that Milk-Bone unleashes between humans and dogs."

While no dog treat-inspired scent was actually made, Milk-Bone and Jif harp on the belief that their new collaboration speaks for itself, flaunting their strong brand identities while capturing the hearts of dog lovers everywhere through the comedic campaign. 

The 'Ultimutt' Collab

Directed by Emmy award-winner Tom Kuntz, the one-minute advert begins with a woman in a red dress holding up the fictional perfume that's shaped like a dog bone. 

It then introduces viewers to a "collab like no other collab has collab-ed before." 

"A collab so collaborative, it's almost unimaginable that prior to this, they had not collaborated," the narrator hilariously shares. 

While slowed-down visuals increase the drama to mesmerize the viewer, the narrator also reveals that the collab makes no sense at all.

 

 

 

 

 

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The woman then smashes her perfume bottle on a wall and brings out a pack of the Milk-Bone Soft & Chewy Peanut Butter Bites — the "real" collaboration.

As she rips open the pack, its smell causes the dog sculptures in the fountain beside her to shatter, revealing actual dogs beneath the surface. 

The furry canines then run to the woman in excitement as she tosses them the treats. 

The spot ends with her surrounded by dogs all enjoying Milk-Bone Soft & Chewy Peanut Butter Bites. 

BBH USA also helmed a campaign for Jif inspired by the hit HBO series "Succession."

Editing by Katherine 'Makkie' Maclang