Greenies, a Mars Pet Nutrition North America dog dental treat brand, has announced a partnership with the University of Connecticut Huskies basketball program and former WNBA star Diana Taurasi to promote canine dental health during the college basketball postseason.
The campaign, branded "Be Your Dog's Mouthguard," asks pet owners to pledge to prioritize their dogs' dental hygiene. Fans who take the pledge at GreeniesBeYourDogsMouthguard.com will receive free Greenies Dog Dental Treats if either the UConn men's or women's basketball team wins the national championship, according to the company. Terms apply.
The company cites data indicating that 80% of dogs show signs of dental disease by age 3, which it says can lead to pain, disease and effects on overall health if left unaddressed.
UConn mascot Jonathan will wear a custom Greenies mouthguard as part of the promotion's visual campaign.
"As a former Husky, I know what loyalty and dedication look like," said Taurasi, a three-time UConn champion. "That's why I'm teaming up with the Greenies brand to challenge fans to bring the same winning energy they have for their teams to protect their dog's dental health. This March, during college basketball's biggest moment, we're calling on everyone to step up and 'Be Your Dog's Mouthguard.'"
"Defense is essential for winning championships, and that matters at home, too," said Mindy Barry, chief marketing officer, Mars Pet Nutrition North America. "If we can use this moment with the UConn Huskies to rally pet parents around their dog's dental care the same way they rally behind their favorite teams, we're doing something meaningful for dogs everywhere."
Greenies said its Dog Dental Treats are marketed as fighting plaque and tartar buildup, freshening breath, and supporting healthy gums and teeth.
The company is also promoting Greenies Canine Dental Check, an AI-powered tool that uses smartphone photos to help monitor a dog's dental health between veterinary visits.
