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:

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