Pitching Advertising And Marketing "To The Dogs"

Most marketers will target a particular consumer
group for their product when creating a new
commercial or catchphrase. We will always
remember a great ad that for some reason
resonated with us, it could have been the
slogan, the music, but was it the actual
product, no we associate it with the advert.
Marketers use consumer and focus groups to
determine how something will affect us. Great
ads will not necessarily make you go and
purchase something but it is a trigger when you
are out doing the shopping. When you see a brand
that you associate with a funny or emotional
advert.

The same can be said for a group of advertisers
who were recently looking for a new way to boost
sales of their line of dog food. Their new
target group? The dogs!

While canines are not known for spending any
hard-earned cash of their own on their favorite
products, many pet owners will cater to their
dogs' taste preferences and health requirements
when selecting pet food. In the past, Nestle's
Beneful brand has aimed their advertisements at
conscientious pet owners who are looking for
nutritious and appetizing options for their
dogs. The brand focuses on its use of natural
meat and vegetable products, balanced diet, and
health benefits in most of its commercials. But
recently the focus has shifted in a
revolutionary move to target the actual dogs'
preference and taste.

"As a pet owner, I try to select foods that I
know my dogs like," who regularly buys dog food
for her two Golden Retrievers, "If they're not
going to eat it, it's not worth purchasing,
regardless of how much it costs or how healthy
it is." This manaufacturer took this idea into
their latest advertising campaign with the logic
that a television commercial which attracts pets'
attention may prove to persuade their human
owners better than an ad directed at them.

So a company is incorporated the sound of a
high-pitched dog whistle into their Beneful
commercials, designed to attract dogs'
attention. The whistle is at a frequency too
high for human ears to detect, but will attract
the canine viewers within earshot to come and
investigate, which gives the appearance that
they are watching the commercial.

Perhaps surprisingly, this is not the first
time that pet food advertisers have targeted the
animal world rather than human consumers. The
Nestle Beneful ad is following dog food scented
billboards by UK Wagg and Animal Planet's
placing canine urine-scented posters at the
bases of lampposts.

The approach is definitely unique and creative,
but do the dogs' responses to these
advertisements really achieve the hoped-for
purchases of their human consumers?

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