If your pet is already a picky eater, the launch of this new advertisement will make Fido sit up and take notice. Nestle has made an advertisement using high-pitched sounds beyond human hearing to captivate its new target audience.
This idea came from an award winning campaign in Germany that featured “sniffable” posters to attract dogs. Besides targeting the sense of sight, marketers are targeting other senses as well, hearing and smell for example.
In response to Jessica Chang’s blog. This is an all new approach to selling animal food. It is true that animals don’t have much buying power as buying food is left to the responsibility of their human owners. But when you walk down the aisle to Petland won’t you take notice to the brand of food that makes your pet go crazy when it is being advertised on TV? There has been much research done on this ad including the help of U.S. experts in pet behaviour who researched what would appeal to dogs. Therefore it’s difficult for us humans to say whether or not this strategy will fail or not as this campaign targets our pets.
Nestle realized who their targeted consumers really were- dogs. What better way to signal their product to them? Of course this is only effective if their owners take their pets food shopping with them, and it would require a lot of research on animal psychology to decipher how the pets would interpret the advertisement.