Advertising to DogsJuly 28, 2015 - Author: steph
Advertising pet food is considered by many to be one of the hardest jobs in the advertising industry. The challenge here is that you are unable to convince the target audience that your product is better than another. Instead, you must work to make the pet owners think your product is good. Advertising must target the owners to make them think that a flavor they have never tasted is something that their pet desires and they want for their dog.
Many companies have had different approaches to this challenge. Some choose to forgo the pet entirely, and focus on a logical appeal to the owner. These ads focus on the nutritional value of the food, or they highlight the quality of ingredients. Others, such as the famous Beggin Strips commercials and fancy feast ads, try to put the pet owner in the mindset of their animal. Purina’s Beneful has run those types of ads, but also brought out a new and novel approach to the advertising.
Beneful decided to target their advertisements to dogs in a way that only dogs would respond to. They ran a series of T.V. ads that featured a noise that was too high pitched for human ears in the beginning. The noise was audible to dogs, and the canine companions would perk up when the commercial came on. Beneful also featured a series of billboards faintly scented with bacon. Passing dogs would stop to look at the source of the scent.
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