The Nose Knows
It’s bad enough that our kids are hooked on video games and computers, now a dog food company is trying to get our four-legged companions hooked on TV commercials!
Ads Use Inaudible Sounds To Humans
Nestle Purina dog food advertising has created a commercial with sounds that only dogs can hear. Inaudible to humans, the commercial contains high-frequency noises as well as squeaks (like rubber ducks) and pings (like food bowls) to make dogs sit up and take notice. They cleverly figured that if the dogs’ “human companions” see their pet(s) get all excited over that specific commercial every time it airs, it’ll make them buy that dog food.
Attracts Attention
According to Nestle Purina’s Anna Rabanus, they wanted to create a TV commercial that our four-legged friends could enjoy and listen to, but that also attracted the attention of the owner to their product.
Sniff Campaign Popular
And this isn’t the first time that Nestle Purina’s targeted pampered pooches. They created a ‘Stop-sniffing’ campaign where special posters were put on advertising boards near areas that dogs frequent. The posters were heavily laced with the scent of dog food, attracting the attention of pets while they were out walking their owners.
More About Pet Food Advertising Gimmicks
Pet food companies often use various advertising gimmicks to market their products. Some common strategies include:
Celebrity Endorsements:
Companies may employ celebrities or influencers to promote their pet food products. Seeing a beloved figure or pet influencer vouch for a specific brand can sway consumer opinions.
Emphasizing Natural or Organic Ingredients:
Highlighting “natural” or “organic” ingredients appeals to pet owners seeking healthier options for their pets, even if the actual benefits might be subjective or unverified.
Specialized Formulas for Different Breeds or Ages:
Tailoring products for specific breeds, ages, or health conditions creates a perception of customization and care for pets’ individual needs, though sometimes the differences are subtle.
Scientific Claims:
Using scientific jargon or claims of vet approval to create an impression of authority and reliability. This might involve terms like “clinically proven” or “veterinarian recommended.”
Visuals and Packaging:
Appealing packaging, with images of fresh ingredients, happy pets, or veterinary endorsements can influence purchasing decisions.
Free Samples and Trials:
Offering free samples or trials allows pet owners to test the product without commitment, aiming to hook them through their pets’ preferences.
Emotional Appeal:
Emotional advertising, showcasing heartwarming stories or emphasizing the impact on pets’ health and happiness can be a powerful tool to create a bond with consumers.
Social Media and Online Reviews:
Encouraging positive reviews and leveraging social media platforms for user-generated content and testimonials can significantly influence potential customers.
Remember, while these tactics are used to attract consumers, the actual nutritional value and benefits of the pet food should be assessed through ingredient analysis, guaranteed analysis and, if available, through consulting with veterinarians. It’s essential to look beyond the marketing gimmicks and evaluate the actual nutritional content and quality of the pet food for the well-being of your pet.
