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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 |
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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 |
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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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