Since the Second World War, merchandisers have devised many new ways to exploit consumers’ ingrained fascination with the future. From Chrysler’s “Forward Look” in the Fifties to the timeless exhortations of life insurance peddlers, the promise of the future has been a consistent advertising hook.
Now a major pet food producer has launched the first TV commercial designed for dogs.
The Nestlé corporation is using a high-frequency pitch in the commercial to grab the animals’ attention in a 23-second spot for its Beneful brand. According to Reuters, the concept was being tested in Austria
Imagine how the focus testing must have gone:
Prompt: Would those members of the pack who heard the squeak please respond?
Response: Woof
Prompt: Describe the vision that it brings to mind
Response: (Scratch)
Prompt: What do you think of when you hear that sound?
Response: (Yawn)
Prompt: Could you in the second row find something else to lick while we do this test?
Response: Muffled bark …
Maybe the test result will convince Nestlé’s marketing team that dogs live in the moment -- not where consumers spend most of their time.
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