The Dumb Dog Food Aimed at Dogs. Maybe It'll Work If They Have Dog TVs.

By Douglas Main | October 3, 2011 5:41 pm

Dog“Beneful, please!”

The marketing geniuses at Nestle will air an ad targeted directly at dogs this week in Austria, featuring a high-pitched tone designed to appeal to canines, Reuters reports. The ad features the squeaking sounds of common dog toys as well as a high-frequency tone that is “barely audible to humans,” according to the news release. Noticeably absent from the release is the fact that all TV speakers are designed by humans for humans, with maximum frequencies reaching 20,000 hertz, the upper limit of human hearing. But most speakers top out well below this. While dogs can hear sounds up to at least 40 kHz, it’s almost impossible human speakers could broadcast any special tone that would be able to alert your dog any more than, say, a six-year-old.

But, giving “credit” where it’s due, the ad is clever, in a cynical-marketing-ploy way. “The television commercial aims to reach both the pet and the owner, supporting the special one-to-one relationship between them,” said Xavier Pérez, brand manager of Beneful for Nestlé Purina PetCare Europe. That special one-to-one relationship where Spot wags twice when he wants Beneful.

Image courtesy of Nestle

  • Anonymous

    Perhaps, but I’ve seen 4 news references to the advert in the last two days.

    My first thought was, like this article, “why would they make TVs that play sound people can’t hear?” – I’m glad to see they don’t.

    BUT- why this ad works is because people are talking about it… people are writing articles on it.

    THAT, makes the ad-campaign work even if there are no TVs that can broardcast the sounds.


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