Publicity hounds
Monday, May 22nd, 2006
In the Chinese Year of the Dog, it’s only fitting that man’s best friend is recognized for enriching the lives of humans over the past 12,000 years by being cute, clever, faithful, loyal, easy-going, self-confident, alert, happy, cheerful, sweet, sensitive, joyous, humorous and intelligent. These are just a few of the endearing traits assigned to canis familiaris, accounting for their long running popularity in Disney classics like “Old Yeller,” as the action heroes of TV shows like “Adventures of Rin Tin Tin,” and as underachievers in sitcom roles like Buck in “Married With Children.” Their contributions as pitch pooches in print and broadcast advertising is equally impressive for every conceivable product from fabric deodorizer and baked beans, to Vise-Grip locking pliers (starring Rex the Wonder Dog).
The appeal of dogs to advertisers is understandable given that more than 43 million American households have at least one dog, according to the American Pet Products Manufacturers Association. According to that group, consumer demand for pet products and services is expanding into almost every corner typically reserved for human consumption including canine prescription drugs, ultrasounds, MRI’s, CAT scans and licensed pet products such as Barbie pet clothing and products. Overall spending on pet products is expected to exceed $35 billion this year, which is certain to make agencies sit up and beg for a piece of the action.
Innovative campaigns recognize the value of a strong PR component, such as the one created for Milk-Bone that provides support for canine assistants and to purchase canine officers for police departments across the country. It even includes a grass roots contest that could land your dog’s photo on the Milk-Bone box. One of the most successful series of public service announcements ever 
produced by Bozell featured Actors and Others for Animals on behalf of state veterinary associations in support of spaying and neutering programs. The Hollywood celebs donated both their time and personal pets to make that campaign a howling success. And human interest stories such as the “Leash on Life” program for Bozell client YouthConnect (CBRYouthConnect.org) are just the sort of warm and fuzzy features that appeal to local and national news programs and networks like Animal Planet, Discovery Channel and A&E. As part of an integrated marketing campaign, high profile “puplicity” can have advertisers wagging their tails and help keep agencies out of the doghouse.