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Pedigree+ Sensory Branding

Published on 09/09/09
by Carrie Brancheau, PHR

I am used to having a cute Chihuahua sell me tacos, but I can’t say that I have ever had one sell me on his optimal stool quality. A couple of days ago while watching television, said dog popped up on my Samsung against a solid, French’s™ mustard colored backdrop (sorry, Pedigree, it will take me awhile to re-associate that particular color yellow) and began to tell me that he is “not only a good pooper, but an optimal one”.

I about fell out of my chair, until I heard that Pedigree+ ™ was promoting its line of tasty stuff + healthy stuff dog food and that this particular Chihuahua is “optimal” because of the Pedigree + healthy digestion recipe in that line.

In his article, Sensory Branding at Le Méridien, Roger Dooley, shares with us his belief that companies should use our senses, smells in particular, to build associations with their brand. I can say that Pedigree has done that for me with this latest commercial, even through the television screen. I now have a visual image, invoking my sense of smell that is branded Pedigree+.

I am not sure Pedigree was going for that particular association, but they succeeded in getting my attention and I will remember Pedigree+™ when I am in the market for dog food. While I may not share that cute little Chihuahua’s enthusiasm about optimal stool quality, Pedigree has five other recipes belonging to the tasty stuff + healthy stuff line that I may choose from.

In my house, we worry more about whether our canine immune system can handle having eaten the aluminum wrappers off my husband’s favorite chocolates (Pedigree + immunity). Check out the scoop on poop yourself, in this simple, but direct ad campaign and tell me what you think.

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