An unusual advertising move was brought to life by the company Nestleby releasing a commercial for dog food Beneficialwhat is produced under the brand Purina. The video contains several sounds, including those inaccessible to the human ear, and is designed specifically to attract the attention of pets.
The advertisers assume that the dog and the owner will respond to familiar sounds (one of them will be a dog squeaker, which is often used in animal games), and watch the video together. The purpose of advertising will be to link the image of food Beneficial with the idea of friendship and joint pastime of the owner and the dog, pleasant emotions and care for pets.
The video was shown for the first time on TV channels in Germany, and now it is planned to be shown in Austria. “Sound” ads were preceded by “sniff” ads, when dogs could smell the trail of dog food on advertising posters hung on the streets of various German cities.