Friday, September 30, 2011

Nestle has gone to the dogs, literally

Nestle, one of the world's biggest makers of pet food, has launched the first television commercial aimed at dogs, using a high-frequency tone to grab their attention.

"Dogs' hearing is twice as sharp as humans. They can pick up frequencies which are beyond our range and they are better at differentiating sounds," said Georg Sanders, a nutrition expert at Nestle Purina PetCare in Germany.

We aren't sure what difference any of that makes, unless dogs are driving to the store to purchase the dog food, but maybe that's just a minor detail.

Nestle asked experts in pet behavior 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 ad, 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 his 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.

Yeah, well, good luck with that.