Features

Nestle ad first to pitch at canine customers

October 03, 2011

ZURICH, Oct 3 — Nestle, one of the world’s biggest makers of pet food has launched the first television commercial pitched to grab the attention of dogs.

“Dogs’ hearing is twice as sharp as humans,” said Georg Sanders, a nutrition expert at Nestle Purina PetCare in Germany of the ad using a high-frequency tone. “They can pick up frequencies which are beyond our range, and they are better at differentiating sounds.”

Nestle asked experts in pet behaviour in the United States to research what would appeal to dogs, and used the results to create the 23-second commercial for its Beneful dog food brand.

The advert, to be screened on Austrian television this week, features a tone similar to a dog whistle, which humans can barely hear, as well as an audible “squeak” like the sound dogs’ toys make, and a high-pitched “ping”.

“So delicious, so healthy, so happy,” ends the commercial in German, which features a dog pricking up its ears.

“The television commercial aims to reach both the pet and the owner, supporting the special one-to-one relationship between them,” said Xavier Perez, brand manager of Beneful for Europe.

Nestle said in a statement that the commercial follows an award-winning campaign in Germany that featured “sniffable” posters to attract dogs.

Nestle’s Petcare division reported first-half sales of 4.8 billion Swiss francs (RM16.9 billion), accounting for almost 12 per cent of revenue at the world’s biggest food group. It competes with Mars, maker of the Pedigree dog food brand. — Reuters

Playwire Channel