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In what promises to be a very unique advertising campaign, Nestle Purina reported it will release a first-of-its-kind commercial targeted specially at dogs. The commercial for its Beneful dog food uses a high-frequency tone targeted at grabbing dogs’ attention.

The commercial will first use a squeak toy that both dog and owner will hear. However, it will then launch into a high-frequency tone that dogs should respond to, but humans will barely recognize.

“We wanted to create a TV commercial that our four-legged friends can enjoy and listen to, but also allow the owner and dog to experience it together,” said Anna Rabanus, Brand Manager of Beneful for Nestlé Purina PetCare Germany.

In a part of the campaign airing in Germany, Nestle Purina will run an online sweepstakes through October, 2011. Dog owners will select which sound their dog responded to most. One winner will receive a year’s supply of Beneful dog food.

In preparation for the commercial, Nestle Purina asked pet behavior experts to ascertain what sound(s) would be most appealing to dogs. Research resulted in a 23-second commercial for Beneful dog food first broadcast on German television and the German Beneful website.

“They can pick up frequencies which are beyond our range and they are better at differentiating sounds,” said Dr. Georg Sanders, a nutrition expert and consumer consultant at Nestlé Purina PetCare in Germany.

Squeaks and sounds targeted at furry family members is the result for which Nestle Purina is aiming.  “We wanted to create a TV commercial that our four-legged friends can enjoy and listen to, but also allow the owner and dog to experience it together,” said Anna Rabanus, Brand Manager of Beneful for Nestlé Purina PetCare Germany.

Learn more about Nestle Purina by visiting http://www.purina.com/ and Beneful at http://www.beneful.com.

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