The New Stuff

Purina Creates Commercial Designed For Dogs


A spot targeting a vast and previously undiscovered market demographic, dogs, rocked the world of advertising this week.  Purina’s new commercial contains various high frequency noises designed specifically to grab the attention (and possibly annoy) canines.

Nestle Purina, the makers of Beneful, a popular dog food, consulted with their crew of animal experts in St. Louis, Missouri to target particular canine responses to noise, specifically they wanted dogs to wag their tails.

The noises that are present in the commercial include a squeak, much like a dog toy; a whistle, which is barely audible to humans; and a high-pitched ‘ping.’

On the company’s website a Nestle PetCare veterinarian states, “The reaction of dogs to the sounds in the commercial depends on how the dog and owner play together, and the dog’s individual experience.”  That means, of course, a dog that is familiar with squeaky toys will respond positively to the ad.

One has to wonder why a pet food company hasn’t thought of this idea sooner.  It seems pretty obvious.  On the other hand, dogs cannot pester their owners as specifically as children can and a dog certainly won’t recognize a brand of food by its appearance on TV.  Still, all in all it’s a pretty great idea.

“The television commercial aims to reach both the pet and the owner, supporting the special one-to-one relationship between them,” said Xavier Pérez, European Brand Manager of Beneful.

The 23-second long commercial is scheduled to air on TV screens all over Austria.

Check out the commercial here:

Recently Published

»

Houzz raises a huge $400M round at a $4B valuation

 If you ask investors in Silicon Valley about Houzz — an ...

»

Binary Capital reportedly delays closing new fund amid controversy

 In the wake of allegations of sexual harassment and the ...

»

Headstart wants to better analyze candidates to fit them with the best jobs

Nicholas Shekerdemian has a pretty typical startup story: he dropped ...

»

Relevnt launches a publisher-centric news app

Florida startup Relevnt is experimenting with a new ...

»

5 burning questions Blue Apron’s IPO is about to answer

Blue Apron will be going public in short order, kicking off the ...

»

Not a minimalist? Startups will gladly store, manage and deliver your items

If our civilization collapses and archaeologists return centuries ...

»

Andrew Ng announces Deeplearning.ai, his new venture after leaving Baidu

Andrew Ng, the former chief scientist of Baidu, announced his next ...

»

Walmart reportedly won’t bid for Whole Foods after Amazon’s huge offer

Walmart isn’t actively considering a bid for Whole Foods, ...

»

Female founders accuse VC Justin Caldbeck of making unwanted advances

Yesterday The Information reported on allegations made by half a ...