Nestle Purina PetCare is releasing what it says is the first TV commercial designed to appeal to dogs.
The company says the commercial first uses a squeak toy that both dog and owner will hear. But it will then launch into a high-frequency tone that dogs should respond to, but humans will barely recognize.
“We wanted to create a TV commercial that our four-legged friends can enjoy and listen to, but also allow the owner and dog to experience it together,” said Anna Rabanus, Brand Manager of Beneful for Nestlé Purina PetCare Germany.
In a part of the campaign airing in Germany, Nestle Purina will run an online sweepstakes through October, 2011. Dog owners will select which sound their dog responded to most. One winner will receive a year’s supply of Beneful dog food.
In preparation for the commercial, Nestle Purina asked pet behavior experts to figure out what sound(s) would be most appealing to dogs.
“They can pick up frequencies which are beyond our range and they are better at differentiating sounds,” said Dr. Georg Sanders, a nutrition expert and consumer consultant at Nestlé Purina PetCare in Germany.