Advertisement is all about reaching your target audience. You use images, personas, celebrities, sounds, even colors to reach the target demographic that you think will buy your product, or that hasn’t been buying your product already.
Nestlé has started targeting a new audience with some of their commercials…a demographic others haven’t tried to target through commercials before: Dogs.
Nestlé is “the world’s largest food and drink producer, [and] a no-nonsense selling machine when it comes to pet food, owning the world’s biggest franchise with annual sales of nearly CHF10 billion.” It’s only natural that they would begin to push the boundaries of advertising and start targeting their four legged audience.
So how does one target a canine through a commercial? Background sounds, like the sound of a squeaky toy, get your dog’s attention. There are even some sounds that are not within the human range of hearing, and target canines alone.That, along with visual interest, like ingredients falling across the screen, will target two of their most sensitive of senses.
Each of these cues should help prompt your pet to show signs of excitement and happiness, getting them to perk up their ears and wag their tails. Some say that this is crossing the line, while others enjoy the fact that TV is now made somewhat specifically for their dog.
To see the provocative commercial, hit play below:
What do you think about advertisers targeting your pet? Do you think that it crosses a line in the sand, or that it’s just the new horizon?