High-Pitched Marketing: Dog Food Commercial Directly Targets Canines

World’s first dog-only TV spot hits Austrian airwaves.

Nestle Purina Dog Only Commercial SIZE.jpg

High-Pitched Marketing: Dog Food Commercial Directly Targets Canines
‘Just so we’re clear: if I sit here, smile, and pretend that the noise coming from the TV makes me want to eat Beneful dog food, you’ll give me a treat—is that what you’re telling me?’ (Photo: YouTube)

It’s official. Advertising has gone to the dogs (in a bona-Fido way, of course).

The target audience for a new television commercial from Nestlé Purina, one of the world’s largest pet food manufacturers, is not man, but man’s best friend.

The company hopes that the commercial’s high-pitched squeaks (true), pings (true), noises (true), suggestive whispering (true), and catcalls (false) will compel canines to cajole their owners into purchasing bags upon bags of Beneful dog food.

“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 Dr. Georg Sanders, a nutrition expert at Nestlé Purina PetCare in Germany, in a press release.

Time wonders how the ad’s effectiveness will be measured: “Imagine the plausibility of conducting a focus group for dogs?”

Discover worries about the technology needed to effectively administer the spot’s hidden secrets.

While dogs can hear sounds up to at least 40 kHz, it’s almost impossible human speakers could broadcast any special tone that would be able to alert your dog any more than, say, a six-year-old.

What do you think?

Would your dog react to this?

Would you react to your dog’s reaction?