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Nestlé Purina launches TV commercial to capture dogs’ attention


Nestlé Purina has created the first-ever television commercial especially for dogs.

The TV commercial to be screened on Austrian television uses different sounds – including a high frequency tone – to capture the attention of four-legged friends and their owners.

Nestlé Purina asked their experts in pet behaviour, based at St Joseph, Missouri, in the United States, to help them understand what sets dogs’ tails wagging.

They discovered there were some sounds which really appealed to dogs.

“Dogs’ hearing is twice as sharp as humans. They can pick up frequencies which are beyond our range and they are better at differentiating sounds,” explained Dr Georg Sanders, a nutrition expert and consumer consultant at Nestlé Purina PetCare in Germany.

Using this knowledge, the TV commercial includes different sounds which are likely to be picked up by dogs.

The first is a ‘squeak’ which is similar to the sound dogs’ toys make. Both dogs and people can hear this.

The next sound is a high frequency tone, similar to a dog whistle, which humans can barely hear.

And the third sound is a soft, high-pitched ‘ping’ which can be heard by dogs and people.

“The reaction of dogs to the sounds in the commercial depends on how the dog and owner play together, and the dog’s individual experience,” continued Dr Sanders, of Nestlé Purina PetCare in Germany.

“Dogs who often play with a squeaky duck as they are running around with their owner will certainly react most strongly to this sound,” he added.

Four-legged friends

Created by Nestlé Purina for its dog food brand Beneful, the TV commercial was first broadcast on German TV channels, national internet sites and the Beneful website during the summer months.

“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,” said Anna Rabanus, Brand Manager of Beneful for Nestlé Purina PetCare Germany.

The 23-second TV spot will be shown on screens in Austria this week.

“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.

“It shows what our brand Beneful is all about. We want to position our brand as one which understands the unique relationship between owners and their dogs. And also to provide dogs with the right balance of nutritious, tasty and wholesome food,” he added.


The TV commercial follows the award-winning Nestlé Purina ‘Stop-sniffing’ campaign which was launched in Germany last year.

Dogs were able to sniff the scent of Beneful dog food from special posters on advertising boards in German towns and cities, while out for a walk with their owners.

As part of the TV commercial campaign in Germany, Beneful is running an online competition until the end of October.

Owners are asked which category their dog fits into.

Is their pet more of a playful character wagging their tail excitedly at the squeaking sound?

Or is their dog more active, responding to the high frequency dog whistle?

Maybe their dog does not respond at all and is thinking about the next Beneful meal?

Together, dogs and owners can listen to the three sounds separately from the commercial.

Owners can then pick which one their dog prefers and can enter the information onto the website to have a chance to win a year’s supply of Beneful dog food products.


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