(PET FOOD) Nestle has come up with a very interesting marketing tactic: Appealing directly to their consumers — our dogs. Their new television ads have something in them that only our canine friends will understand. Read on to see what it is. — Global Animal
Goran Mijuk, Wall Street Jounal
Since the days of Francis of Assisi, the medieval Italian saint who tamed wolves and preached to birds, talking to animals has evolved, apparently.
Nestlé, in its latest ad campaign, is “talking” directly to dogs. In a TV commercial, the company is using high-frequency tones that are intended to arouse the interest of dogs.
Sounds ridiculous? Listen here and ask your dog, like the man in the commercial, whether it likes Nestlé’s Beneful.
[Although the commercial is in German, your dog may still hear the subliminal message and wag its tail.]
Nestlé, the world’s largest food and drink producer, is a no-nonsense selling machine when it comes to pet food, owning the world’s biggest franchise with annual sales of nearly CHF10 billion.
Although the company has yet to show that using such a novel audio technique in commercials pays off in terms of sales and profits, its efforts, which have been tested this summer in Germany and are this week being extended to Austria, are based on science.
Researchers found that some sounds used in the commercial, although some are inaudible to human ears, are appealing to dogs, which may prompt them to wag their tails.
While not all dogs, and dog owners apparently, may react positively to the TV commercial, it is typical of Nestlé’s marketing effort to bring animal clients closer to the company.
In Germany, Nestlé earlier this year launched a campaign in which dogs were able to sniff the scent of Beneful from special posters on advertising boards in German towns and cities.
Should the ventures work, cats may be the next target group. Whether Nestlé will top St. Francis’ miraculous interactions with animals, remains to be seen. Higher sales and profits would, however, placate skeptic investors.
More Wall Street Journal: http://blogs.wsj.com/source/2011/10/03/nestle-talks-to-dogs-in-latest-ad-campaign/?mod=google_news_blog