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Nestle Purina launches dog food advert just for dogs

Thursday, 6th October 2011

Nestle Purina has launched a new TV advert for dog food that is aimed specifically at dogs.

The advert uses sounds - including a high frequency tone - that will target dogs in particular. It is to be screened on Austrian television.

Anna Rabanus, brand manager of Beneful for Nestle Purina PetCare in Germany, said: "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."

Xavier Perez, brand manager of the dog food for Europe, added: "The television commercial aims to reach both the pet and the owner, supporting the special one-to-one relationship between them."

Nestle developed the advert by asking pet behaviour experts in Missouri, US, to help them understand what dogs like.

The research showed certain sounds were more pleasing to dogs than others.

Dr Georg Sanders, a nutrition expert and consumer consultant at Nestle Purina PetCare, noted that the dogs' reaction to the advert depends on how the owner plays with the animal.