The Dumb Dog Food Aimed at Dogs. Maybe It'll Work If They Have Dog TVs.

By Douglas Main
Oct 4, 2011 2:41 AMNov 19, 2019 11:43 PM


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"Beneful, please!"

The marketing geniuses at Nestle will air an ad targeted directly at dogs this week in Austria, featuring a high-pitched tone designed to appeal to canines, Reuters

reports. The ad features

the squeaking sounds of common dog toys as well as a high-frequency tone that is "barely audible to humans," according to the news release

. Noticeably absent from the release is the fact that all TV speakers are designed by humans for humans, with maximum frequencies reaching 20,000 hertz, the upper limit of human hearing

. But most speakers top out well below this. While dogs can hear sounds up to at least 40 kHz

, it's almost impossible human speakers could broadcast any special tone that would be able to alert your dog any more than, say, a six-year-old. But, giving "credit" where it's due, the ad is clever, in a cynical-marketing-ploy way. “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. That special one-to-one relationship where Spot wags twice when he wants Beneful.

Image courtesy of Nestle

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