After a short vacation, the KnowThis.com Marketing Blog is back with a somewhat different posting. Normally our postings are comments on marketing stories found on leading media sites, however, today our post is based on observation of a current television advertisement running on U.S. networks. The ad is from leading pet retailer Petco for a product offered by Purina, one of the world largest pet food suppliers (see the YouTube video).
This ad is interesting in that the message some viewers receive may be interpreted in ways the advertiser does not intend. Specifically, the visuals in this advertisement focus only on dogs. While the voiceover and on-screen text suggests Purina provides products for dogs and cats, many people watching the ad will likely presume this is an ad only for dog products.
However, what may really affect viewers’ perception of the ad is the final few sentences, which talks about how dogs will love the product. It then states Purina’s product: “Helps bring out the best in our greatest companions.” Now it is very possible the take-away that some people may have is that the ad is about dog food and, yes, dogs are our greatest companions. But for other animal owners, including owners of cats and birds and probably a few other pets, the presumption that dogs are the “greatest companions” may not sit very well.
While it is quite likely the “greatest companions” line was intended to cover all pets that serve this role, the execution of this ad could make that a hard sell for pet owners who do not agree with this statement.