Using dogs in advertisements to sell more than just pet products
Implications - Animals of all species are used frequently in advertising to capture the attention of animal lovers and to give a brand message a cute and quirky twist. Since they are considered "man's best friend," dogs, by far, are the most common animal used in advertising due to their ability to appeal to consumer sentiment. Advertising that uses puppies and fully grown canines often strike an emotional chord within viewers, which builds trust for the brand, regardless of the original advertising message. Thus, in addition to brands operating in the pet category, brands in industries from fashion to cars are also using these furry friends in their marketing campaigns.
Trend Themes
1. Canine-centric Marketing - Brands across the industry spectrum have started to recognize that dogs can be used in advertising to build consumer trust and loyalty
2. Humorous Animal-based Marketing - Advertising campaigns that combine wit and humor to promote a product or service that can be hard-sold
3. Animal Grief-based Marketing - Advertisements that feature animals with human emotions to derive sympathy among viewers
Industry Implications
1. Automotive - Brands are using dog-centric campaigns to appeal to pet owners who are twice as likely to own a pet than an average car owner
2. Food and Beverage - Humorous and grief-based campaigns are being employed to promote food and beverage products such as Cepera Extra Strong Pepper Sauce and Perdigao Boneless Turkey
3. Fashion and Accessories - Canine-themed campaigns are being leveraged to promote fashion and accessories products, such as the Diesel Spring Summer 2012 Ad
