Eva Rubenov — October 2, 2006 — Marketing
References: news.yahoo
In an effort to increase response to ads for abandoned puppies, an animal rescuer in New York has begun to brand her puppies as 'Terrorist Puppies'. The result has been international exposure and massive response from people in the public who want to take care of their own little terrorist.
From the Associated Press:
CORTLANDT, N.Y. - Describing abandoned puppies as "terrorists" in a classified ad doesn't seem like a good way to get them adopted. Unless you're in the animal-rescue world of Paula Young.
Young, director of Mount Vernon's animal shelter, learned last month that four rat terrier pups were about to be euthanized in New York City. So she swooped in, picked them up and brought them to her five-acre spread in Westchester County. Then she called The Journal News and ordered a two-week, three-line ad that says, "Twin Rat Terrorists; 11 months, adorable, full of fun."
You don't often see "terrorist" and "adorable" in the same description, but Young said she was just being honest.
From the Associated Press:
CORTLANDT, N.Y. - Describing abandoned puppies as "terrorists" in a classified ad doesn't seem like a good way to get them adopted. Unless you're in the animal-rescue world of Paula Young.
Young, director of Mount Vernon's animal shelter, learned last month that four rat terrier pups were about to be euthanized in New York City. So she swooped in, picked them up and brought them to her five-acre spread in Westchester County. Then she called The Journal News and ordered a two-week, three-line ad that says, "Twin Rat Terrorists; 11 months, adorable, full of fun."
You don't often see "terrorist" and "adorable" in the same description, but Young said she was just being honest.
Trend Themes
1. Rebranding - There is potential for businesses to rebrand products or services in a unique and attention-grabbing way.
2. Controversial Marketing - Controversial marketing tactics can generate extensive exposure and public interest, leading to increased response and adoption.
3. Authenticity in Messaging - Being honest and authentic in messaging can captivate audiences and set a brand apart from others.
Industry Implications
1. Animal Shelters - Animal shelters can explore innovative ways to promote adoption and increase response rates for abandoned animals.
2. Advertising and Marketing - The advertising and marketing industry can find opportunities in leveraging unconventional and controversial messaging to generate attention and drive consumer engagement.
3. Pet Products and Services - Businesses in the pet products and services industry can consider creative branding strategies that resonate with pet owners and animal lovers.
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