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FT: Nestlé whistles up adverts to drive dogs wild



 
 
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  #1  
Old October 1st 11, 09:38 AM posted to rec.pets.dogs.health
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Default FT: Nestlé whistles up adverts to drive dogs wild

Financial Times
September 30, 2011

Nestlé whistles up adverts to drive dogs wild

By Louise Lucas in London

The world’s biggest food company is aiming its latest adverts at one
of the most resilient segments of the consumer market – dogs.

The TV ads, to be screened on Austrian TV this week, come complete
with squeaks, high frequency tones and high-pitched pings, all of
which are designed to send dogs into such a frenzy that indulgent
owners rush out and buy Nestlé’s Beneful dog food.

The ads provide a graphic illustration of where the real drivers of
consumption lie. While food sales in much of the developed world are
stagnant, sales of pet food continue to rise. Euromonitor, the data
consultancy, forecasts a compound annual growth rate of 6 per cent for
global sales of dog food in the decade to 2016, compared with 5.3 per
cent for packaged food.

In the UK, a market where promotional activity is rife and citizens
are lampooned for cherishing dogs above children, pet food is less
frequently on special offer than other household staples.

Gerardo Perez, veterinarian at Purina, the pet food company Nestlé
acquired a decade ago, said the ad uses sounds that raise dogs’
awareness.

Couch potato dogs, he said, rush to the screen and prick up their ears
when the ads come on – encouraging loving owners to buy the pet food.
Similar ads that ran in Germany in the summer resulted in an increase
in sales, he added. There are no immediate plans to run the ads in the
UK, “but we are always looking for opportunities”, Nestlé said.

“We want to sell more than pet food,” said Mr Perez, the owner of a
black Labrador called Pinocchio. “This is something that will help you
and your dog enjoy life together and have a relationship.”

Selling pet food has been good for Nestlé, which last year derived 13
per cent of its sales from the segment and chalked up growth rates
ahead of the overall group.

The sector has been good to other companies too. The US pet food
market is triple the size of the baby food market and performing
better. Several countries now boast more pets than children, including
Japan and, say estimates, the UK.

This has encouraged the Swiss-based multinational to focus on
increasing attention on four-legged consumers. This year alone it has
launched ice-cream snacks for dogs and – presumably for owners
unperturbed by scratched screens – iPad games for cats.

It is not all fun and treats. Nestlé has also developed a dog food
that helps slow the onset of dementia, coincidentally ensuring,
perhaps, that they continue to wag their tales at the Beneful ads.

http://www.ft.com/intl/cms/s/0/2d66e...44feab49a.html
  #2  
Old October 1st 11, 12:59 PM posted to rec.pets.dogs.health
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Posts: 863
Default Nestlé whistles up adverts to drive dogs wild


"Carol" wrote in message
...
The TV ads, to be screened on Austrian TV this week, come complete
with squeaks, high frequency tones and high-pitched pings, all of
which are designed to send dogs into such a frenzy that indulgent
owners rush out and buy Nestlé’s Beneful dog food.
http://www.ft.com/intl/cms/s/0/2d66e...44feab49a.html

................Geez, that's disgusting. Good thing the TV is rarely on
here.

buglady
take out the dog before replying


  #3  
Old October 3rd 11, 06:32 AM posted to rec.pets.dogs.health
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Posts: 479
Default Nestlé whistles up adverts to drive dogswild

Sold as Purina Beneful here. Mostly corn...... with "colors" to dye the
little "veggie" balls...... And I haven't watched TV at home in about 4
years....

Jo Wolf
Martinez, Georgia, USA

 




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