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New Purina Pet Food Commercial Aims Directly at Dogs


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. (Continued below photo...)


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.

Georg Sanders, a nutrition expert and consumer consultant at Nestlé Purina PetCare in Germany, said a dog's hearing is twice as sharp as a human's, allowing them to be aware of various frequencies and better differentiate between sounds. While humans can generally hear noises between 64 and 23,000 Hertz (Hz), dogs can hear sounds ranging from 67 to 45,000 Hz, according to research from Louisiana State University.

But, just because the dog can hear the commercial, it doesn't mean that it will make a positive impression on the animal, according to Sanders.

"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," Sanders said in a prepared release. "Dogs who often play with a squeaky duck as they are running around with their owner will certainly react most strongly to this sound."

Created for the Nestlé Purina dog food brand Beneful, the 23- second commercial was first broadcast on German TV channels, national Internet sites and the Beneful website.

It follows the Nestlé Purina "Stop-Sniffing" campaign, where 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.

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

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Chad Brooks

Chad Brooks is a Chicago-based writer who has nearly 15 years' experience in the media business. A graduate of Indiana University, he spent nearly a decade as a staff reporter for the Daily Herald in suburban Chicago, covering a wide array of topics including, local and state government, crime, the legal system and education. Following his years at the newspaper Chad worked in public relations, helping promote small businesses throughout the U.S. Follow him on Twitter.