By Chad Brooks | LiveScience.com

If the way to a man’s heart is through his stomach, the way to a dog’s is through its ears. That’s what Nestlé Purina is banking on with its new advertising campaign, which contains high-pitched noises that only dogs can hear.

The pet food maker has released the first-ever television commercial made especially for dogs. The commercial, which looks and sounds
like any other TV spot to humans, features different sounds — from a squeak similar to that of dog toys and a high-frequency tone like a dog whistle to a soft, high-pitched ping – that are likely to be picked up by canines within earshot.

Nestlé Purina has not said when the commercials will begin airing in the U.S.

Do you know a “funny” business we should write about? Tweet @jeanettebnd. This story was provided by BusinessNewsDaily, a sister site to LiveScience.

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Nestle recently announced that it had created a Beneful dog food ad specifically targeted at pooches.

The commercial features sounds, including squeaks, pings and a high frequency tone, designed to get a dog’s attention, according to a press release. The company says the ad, which has only aired in Germany, is the first of its kind.

“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,” Anna Rabanus, a brand manager, said.

For the non-dog lover, this move may not make much sense. Why would a person care if their dog wags their tail at an advertisement? But most pets owners will tell you that their animal family member is more influential than you think.

Pets owners are willing to spend big bucks on their animal friends, despite the weak economy. The American Pet Products Association (APPA) estimates that Americans will spend $50.84 billion on their pets in 2011. The majority of that money — more than $19 billion — is expected to be spent on food.

Some owners also see their pets as children and people, and cater to them in that way. In San Francisco, where dogs outnumber children, a group has formed a political action committee, DogPAC, to promote the interests of their canine friends in the upcoming mayoral election.

“We expect the dog vote to be a game-changer,” Bruce Wolfe, president of DogPAC, told the Associated Press. Seven out of the 16 candidates showed up to a forum given by group.

Of course there are those who say this dog-targeted ad is just a silly marketing ploy. Discover Magazine pointed out that television sets aren’t designed to play the high frequencies dogs can hear, rendering the commercial useless.

There’s also the minor details that dogs can’t buy food themselves. But as the Christian Science Monitor writes, neither can children and advertisers still market items at them.

If Nestle can successfully get pets to make puppy-dog eyes at their owners, they may have a winning product on their hand.

Watch the Beneful ad below.

This week, Beneful got a lot of press over a commercial that recently started airing in Austria.  How does a dog food commercial create such a buzz?  Well, the Beneful commercial was one of a kind because it was intended to grab your dog’s attention, not yours.  Woven through the commercial are squeaky toy squeaks, dog whistle-like sounds, and high-pitched pings…this all according Nestle itself.  Some of these noises you will be able to hear…some are meant just for your pooch.

While dog lovers (myself included) surely think this is a wonderful idea, others (one would assume these “others” to be those odd breed of humans who don’t have pets) are trying to hate on this ingenious idea.  They argue that televisions for humans (ok, all TVs) can only play sounds at 20,000 Hertz while a sound “only dogs can hear” registers about 40,000 Hertz.  They also argue that dogs don’t have money and therefore can’t buy the food for themselves.  These haters then point out that not only do they not have money, they don’t know how to talk so they can’t even ask you to buy Beneful for them!  (The Meow Mix song just popped into my head as I was typing that…all of a sudden they seem like marketing geniuses.)

Stop-Sniffing Poster

I personally think this is a wonderfully clever idea.  First of all, it’s getting a lot of dog lovers talking.  Second, it has the potential to be very effective.  If I walked into the room, and my dog was 100% focused on what was playing on our TV, I would definitely take notice.  Just like I would take notice if I ever encountered one of Nestle’s “Stop-Sniffing” posters.  You can only find them in Germany, but when I read about this I thought they were GENIUS!  The posters smell like Beneful.  Oh my gosh!  Seriously!  That is AWESOME!  What an amazing idea….and can they make them for humans?

Even after hearing and reading about the commercial, though, I had my doubts that dogs would actually pay attention to it at all.  I needed to perform my own observations, but where would I possibly find a pooch to participate in my not-so-scientific research?  Oh yeah!  I got one right here!  I played the commercial (which I have posted just below so you can conduct your own experiment) for a half-asleep Buffy, and she perked right up.  She even started looking at my computer screen (something that rarely interests her.)  I was shocked to see that it really did instantly grab her attention….although by the end of the ad she was yawning and contemplating her next napping position.)

But no naps for Buffy just yet!  The Nestle website (the German one at least) has “Dog Type Test.”  By using sounds found in the commercial, you can discover if your dog is more “playful rascal” or “sensitive dreamer.”  Buffy reacted to all of them with curiosity and intrigue (although I think she was leaning more toward “playful rascal.” ) I seriously recommend trying it with your pup.  It was fun, and all of the sounds got adorable responses.  I would love to hear how people’s dogs reacted, so let me know!

While a dog food commercial that caters to dogs might not be the most practical marketing strategy, I do think that it is definitely a sign that dogs are becoming more and more a part of our families – and therefore more influential in family purchasing decisions.  If I thought that spending a few extra bucks on a different dog food would make my pup happy, I would do it without a second thought.   And I wouldn’t even mind that she couldn’t front me the cash or thank me for doing it.

We have changed dog food brands more times than I can count now, because he never seems to enjoy his food.  He never eats everything in his bowl, unless we mix in some tasty human food.  He also never runs over when we call him for dinner like these dogs do.

Even when we give him treats, he eats them half heartedly.  I’m not sure what’s going on in his head.  Bacon Bits?  No thanks, I’d rather eat poop.

Purina is offering Free coupons for pet food. Everyday through September 24, 2011 you can score one of the 25,000 coupons that will be available.

Click [[here]] at 11:00 am ET

Today’s giveaway is a free coupon:

• For Dogs: Beneful
• For Cats: Purina Cat Chow

You can request a maximum of one coupon for cat and one for dog.

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Thanks for subscribing to Drugstore Divas! For the full effect, please visit the site.

GO HERE

Head on over to Walmart and snag a FREE sample of Purina Beneful dog food. If you don’t have a dog, get it for someone who does. Or donate it to a local shelter. =]

Rosie: (from deep outside in the yard) It’s a bath, isn’t it?

Mitch: What makes you think it’s a bath?

Rosie: I saw you get out the dog shampoo and the towel. That’s why I bolted.

Mitch: No, ah…actually…you’ve got company!

Rosie: Who is it?

Mitch: It’s…that cute dog from the Beneful dog food commercial. His name is…ah…Cooper…and he wants to meet you.

Rosie: You’re lying!

Mitch: No lie! He’s really here!

Rosie: Yeah, right. Tell him to bite me.

Mitch: (to Cooper) Sorry, Coop. Looks like she’s not coming in.

Cooper: C’est la vie. Another time. Hey, you got any treats?

Mitch: No, no I don’t.

Cooper: Maybe a Slim Jim? Man, I hate that dog food.

Mitch: Nope, sorry, out you go.

Cooper: Jeez!

(door slams)

Mitch: (to Rosie)  C’mon, sweetie! Come inside for a minute. There’s somebody else here who wants to see you.

Rosie: Who is it, this time?

Mitch: It’s former Chairman of the Federal Reserve, Alan Greenspan.

Rosie: Him again?

Mitch: He’s offering to personally help you balance your portfolio.

Rosie: I’m not falling for that. Tell him to personally balance on this (she gestures).

Mitch: (to Alan Greenspan) Sorry, Alan. She’s just not interested. Thanks, though.

Alan Greenspan: Perhaps if you told her that I was offering a disquisition on derivatives?

Mitch: Ahhhh…I…don’t…think so.

Alan Greenspan: Right then. Could I get a cold beer for the road?

Mitch: No. Out you go!

Alan Greenspan: (as he’s pushed out the door) Andrea sends her love!

(door slams)

Mitch: (to Rosie) What if I told you there was one more person here to see you?

Rosie: Don’t tell me! Bruce Springsteen and the E Street Band.

(Mitch turns to Bruce Springsteen, who shakes his head)

Mitch: (to Rosie) Bruce says the band isn’t with him!

Rosie: Right. (sarcastic) Tell him I’m sorry about Clarence.

(Springsteen nods his head)

Mitch: He says he knows that.

Rosie: Oh, cut the crap! You’re just trying to trick me into the house, and it’s not going to work. I live outside, now. (muttering) Bruce Springsteen…

Mitch: Sorry, Bruce.

Bruce Springsteen: Hey, that’s okay, man. Wow, you know, all I do is pull together a kick-ass band, write some of the world’s greatest rock-and-roll, and then play it to packed stadiums all over the world. But you have to run a yoga studio, and write a dog blog. How do you deal with the pressure?

Mitch: It’s the yoga.

Bruce Springsteen: Right, right. That’s cool. Well then, I’m off. Hey, you got any–

Mitch: No! Get out!

Bruce Springsteen: Jeez!

(door slams)

Rosie: I don’t care if you’ve got Lassie herself in there!

Mitch: (to Lassie) Sorry, girl.

Lassie: Bitch.

(door slams)

Mitch: (to Rosie) Okay, okay, you win! You were right! I want you to take a bath!

Rosie: What on earth for?

Mitch: Because you smell like a dog!

Rosie: There’s a perfectly good explanation for that!

Mitch: I know, I’m sorry.

Rosie: What does it matter, anyway? It’s not like anybody ever comes to the house.

Mitch: (sigh) You’re right. What was I thinking?

Recently all Clover and Basil does now is sleep. Nothing more.

- – - – -

Clover is really picky about dog food, so we buy the small bags and been changing it up (whatever goes on sale we buy it). We had before Kibbles ‘n Bits: Homestyle Beef, both Clover and Basil really loved that brand of food, just plain crazy over it. We recently switched to Beneful Playful Life, Clover starved himself for like a full day, and some days he and Basil doesn’t want to eat. It makes me so mad, I just wish they would be good dogs. :(

Basil has been doing really well on peeing outside! :) A few mistakes here and there. It’s way better than before!! Pretty soon she will actually be able to be in the house free, I can’t wait. Also she’s gotten so big! :)

xo,emi.

(Must try harder on blogging, It’s just that I’m so lazy)

:>

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