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Tag: marketing

About that $80,000 …

dsc05677

Dear financial institution:

As you can see, my dog got to the piece of mail you sent me before I did.

He’s a fairly new dog, and he’s still working out some behavioral issues, such as barking when mail comes through the slot in my door and lands on my floor.

He picks one piece of mail and then chews it up. I’m not sure how he decides which to chew up, but this time he chose the letter from you over such offerings as a lovely note from my mortgage company, an electric bill and coupons offering me a discount on pizza.

It’s particularly regrettable in this case because what remains of what you sent has all the markings of a check made out to me for $80,000.

dsc05674-2I mean it says “pay to the order of” and everything.

If that is the case, please cancel payment and send me another one.

If it’s something else, such as a loan offer disguised as a gift, a loan for which I have been “pre-qualified,” don’t worry about sending it again, and you might want to check how good a job your pre-qualifying department is doing.

I get quite a lot of those offers from companies that suggest I “consolidate” my debt, but that would require adding up all my debt, and that would likely result in cardiac arrest.

A lot of dog owners — those with mail slots — experience this issue, and commonly they put up an outside mailbox so their pets don’t eat their mail.

I’m thinking it might not really be a problem after all, especially if my dog has the ability to detect junk mail and/or offers from sleazy companies hell-bent on deceiving me.

To be honest, before I got the dog a couple of months ago, I was toying with attaching a paper shredder to the mail slot so it could consume all this crap the second it shattered the solace of my home.

The chewed remains of what you sent are now in the trash, where quite possibly they rightfully belong — with soggy coffee grounds, snot-filled tissues, stinky Alpo cans, dead bugs and all the other contents of my vacuum cleaner cannister.

dsc05678My dog still barks when the mail slot opens and spews its daily missives. I’m sure, not being accustomed to household life, he’s still trying to figure out why it does that.

Given 90 percent of what comes through that slot is trash, it’s hard for me get too upset about it.

In the unlikely event that really was a check for $80,000, well, easy come easy go.

Woof in Advertising: Bouncing boxer

Nothing in the UK says the holiday season is here (and says it more prematurely) quite like the annual appearance of the new Christmas ad from John Lewis.

The chain of upscale department stores goes all out on the yearly ads — presenting memorable ads that range from the soul-recharging to tear-inducing to heart-wrenching.

woof-in-advertisingThis year they’ve gone with the tale of a little girl who wants a trampoline for Christmas and her dog, who — after viewing assorted wildlife try it out the night before — is the first to jump on it Christmas morning.

Buster is played by a real dog, named Biff.

His acrobatics, though, are accomplished with the use of CGI. So too are the playful antics of the wildlife menagerie that tries the trampoline out the night before, including two foxes, two squirrels, a badger and a hedgehog.

The department store spent £ 1 million to make the ad, and will spend a total of £ 6 million on the campaign.

The ad, with the tagline “Gifts that everyone will love,” represents a return to gentle comedy after last year’s sentimental story of a lonely old man stuck on the moon.

As with previous ad campaigns, this one also raises money for a charity —
the Wildlife Trusts will get 10% of sales of stuffed toy versions of the animals.

The ad is being launched today, kicking off a campaign that will include various social media tie-ins and apps.

Visitors to John Lewis’s Oxford Street store will be able to try a virtual reality version of the trampoline, where they can bounce alongside the animals using Oculus Rift goggles, The Guardian reported.

John Lewis says its Christmas ad campaigns have fueled an average 16% increase in holiday sales.

(Woof in Advertising is a recurring ohmidog! feature that looks at how dogs are used in marketing. You can find earlier posts in this archived collection.)

Woof in Advertising: Snoopy gets the axe

MetLife has given Snoopy his walking papers.

After proudly serving the insurance company for 30 years, Snoopy is being put out to pasture as part of a company-wide “refresh” aimed at portraying MetLife as more sophisticated and financially savvy.

The beagle who has been appearing in MetLife ads since the 1980’s is not the sort of symbol they say they now need.

woof-in-advertising“We brought in Snoopy over 30 years ago to make our company more friendly and approachable during a time when insurance companies were seen as cold and distant,” said chief marketing officer Esther Lee.

“Snoopy helped drive our business and served an important role at the time,” she added. “We have great respect for these iconic characters. However, as we focus on our future, it’s important that we associate our brand directly with the work we do and the partnership we have with our customers.”

In other words, Snoopy and the Peanuts gang — as loved and symbolic as they are — are not the kind of symbols the company wants representing them in these times of doing whatever is necessary to make all the money you can possibly make.

You’ve got to admit, the Peanuts characters have never been known for their financial savvy.

lucyI mean 5 cents for psychiatric advice? That’s not going to bring in the kind of profits American corporations now insist on.

Making obscene profits, and being able to talk with saying anything, are vital skills for the modern day American company.

MetLife seems to have that second part down. It’s not until the bottom of its press release about ushering in a new era that the company press release mentions the phasing out of Snoopy and the Peanuts gang — not until after they go on and on (and on) about their bold new company logo.

It’s the letter “M” — but not just any “M.”

“MetLife’s new visual branding is built around a clean, modern aesthetic,” the press release says. “The striking new brandmark brings contemporary blue and green colors together in a symbol of partnership to form an M for MetLife.

“The iconic MetLife blue carries forth the brand’s legacy, but has been brightened and now lives alongside a new color – green – which represents life, renewal and energy. The broader MetLife brand palette expands to include a range of vibrant secondary colors, reflecting the diverse lives of its customers.”

Zzzzzzzz. Good grief! AAUGH!!!

aaughThere will be no more Snoopy in MetLife ads (but we’ll stay tuned for the exciting adventures of that “M”).

And Snoopy will no longer appear on the MetLife blimp.

Don’t cry too much for him, though.

He has plenty on his plate, or in his bowl.

PETA has offered him a job, at least in a tongue in cheek way, as mascot of its doghouse donation program.

Likely, he won’t jump at that, because he’s already sitting pretty. He — or at least descendants of his creator — still reap profits from arrangements with Hallmark, Warner Bros. and Target, CNN reports.

The Peanuts brand has more than 700 licensing agreements in about 100 countries, according to SEC filings. Iconix Brand Group (ICON) partnered with the family of Charles M. Schulz to buy the brand from two publishing houses for $175 million in 2010.

His TV specials will probably be watched by our great great grandchildren.

And he still has his gig with the Macy’s Thanksgiving Day Parade.

Snoopy has floated down Broadway 39 times, more than any other character.

Let’s see an “M” do that.

(Woof in Advertising is a recurring ohmidog! feature that looks at how dogs are used in marketing. You can find earlier posts in this archived collection.)

Oink in Advertising: The Chase pig

As those who regularly tune in for our “Woof in Advertising” features know, there’s no animal — with the possible exception of the scantily clad human female — that advertisers turn to more often to sell their products than the dog.

It’s because of the special connection we have with the species, because of the qualities they have come to represent (like loyalty and trustworthiness to name two), and because they are, generally speaking, the cutest things ever.

oinkPercy James, the miniature pig featured in this ad for Chase bank, may give dogs a run for the money in that last category.

Sure, pigs are associated with fatness, laziness and sloth (not traits your average bank would want to equate itself with), but those are the big farm versions that often become ham, pork chops and bacon. Not to mention wallets.

The miniature pig, while maybe not a whole different animal, symbolizes, well, we’re not sure what, but in this ad it represents independence, maybe mixed with a little streak of rebelliousness.

In the ad, a confident looking retired couple (we can only assume they have a nice nest egg) are taking their unique pet “Percy James” for a walk in the park.

“You live life your way,” a narrator says. “We can help you retire your way, too. Financial guidance while you’re mastering life. Chase … so you can.”

The song? It’s “Boombastic,” by Shaggy.

(Click on this link for more Woof in Advertising posts.)

Woof in Advertising: Olympic Mer-mutts

Just in time for the Olympics, Farmers Insurance has come out with a new series of ads featuring dogs making the best of a flooded home.

woof in advertisingThe latest in the Farmers “We Know From Experience” campaign, the ads feature dogs as athletes, competing in events that include diving and synchronized swimming.

The venue? The living room of a home that flooded after one of the dogs turned on the kitchen faucet, causing the sink to overflow.

That part of it, Farmers says, is based on a real claim.

The “Mer-Mutts,” as they are becoming known, are featured together and in separate spots featuring the dives of each — complete with commentary.

You can find all of them here.

Oscar winning actor J.K. Simmons introduces the ad, calling the event a combination of “form, grace and ill-behaved dogs.”



(You can find more of our Woof in Advertising posts here.)

Woof in Advertising: Eukanuba makers agree to drop claims that food extends lifespans

Under pressure from the Federal Trade Commission, the makers of Eukanuba dog food have agreed to stop claiming their brand extends the lives of dogs.

In a settlement that resolves a false advertising complaint filed by the FTC’s Bureau of Consumer Protection, Mars Petcare will cease making the claim.

The FTC announced yesterday it had reached a settlement with Mars. Eukanuba began an advertising campaign last year claiming the brand could extend the expected lifespan of a dog by 30 percent or more.

woof in advertisingThe ads — like the longer version promotion shown above — featured aging black Labs, inspiring music and the bold claim that Eukanuba had been “scientifically proven” to extend the lives of dogs.

“Two-thirds of all Americans have pets at home, and they spend billions of dollars to ensure that their pets are healthy and well-fed,” said Jessica Rich, Director of the FTC’s Bureau of Consumer Protection. “Pet owners count on ads to be truthful and not to misrepresent health-related benefits. In this case, Mars Petcare simply did not have the evidence to back up the life-extending claims it made about its Eukanuba dog food.”

The order settling the FTC’s charges prohibits Mars Petcare from making any misleading or unsubstantiated claims that its Eukanuba-brand pet food or any other pet food will enable any dogs to extend their lifespan by 30 percent or more or live exceptionally long lives.

In May 2015, Eukanaba began the marketing and ad campaign on television, in print, and on the Internet.

“Ten years ago, we launched a long life study,” one ad said. “What we observed was astonishing. With Eukanuba and proper care, dogs in the study were able to live beyond their typical lifespan.”

The ad then showed a dog named Iowa who, at 17, had lived five years beyond than the typical Labrador lifespan.

eukanubaThe ads were based on a “10-year Long Life Study” purportedly carried out at the Eukanuba Pet Health and Nutrition Center. Dozens of Labrador retrievers were fed Eukanuba and given “proper care” over that span.

The study found 90% of the dogs lived beyond the typical lifespan of the breed, with 28% living longer than 15 years.

The study was begun while Eukanuba was still owned by Procter & Gamble Co. Last year, Eukanuba, along with Iams and other smaller brands, was acquired by Mars Petcare.

The FTC alleges that the longevity claims are false or unsubstantiated and that the claim that longevity was proven through scientific evidence is false.

“Among other things, the evidence relied on by [Mars] for its representations concerning the Eukanuba brand dog food consisted primarily of results from a single study, the results of which showed no significant difference in the median age at death of the dogs in the study relative to the typical age at death of dogs of the same breed,” reads the complaint. “Therefore, the representations… were, and are, false or misleading.”

The FTC decision does not penalize the pet food company financially, and under it Mars neither admits nor denies any wrongdoing.

(More of our “Woof in Advertising” posts can be found here.)

Woof in Advertising: What the dog knows

This new ad campaign for a dog food company in Brazil is neither warm nor fuzzy.

Instead, it’s a little macabre — and aimed at persuading you that you should feed your pooch Special Dog brand dog food because, otherwise, he might share your secrets with the world.

woof in advertisingCreated by Rio agency DM9DDB, it centers around the idea that your dog has gathered a lot of insider information about your lifestyle in the time you’ve spent together.

In the spot above, for example, a Great Dane confronts his owner in bondage gear.

And in the one below, a Pomeranian catches his owner adding some of her deceased husband’s ashes to her tea.

And in what’s probably the most distasteful one of all, a pug becomes even more bug-eyed after he sees his owner sniffing his own fingers after engaging in some groin related couch behavior.

The message is your dog sees all, and knows all, so you better treat him right.

Kinda gross. Kinda funny. Not the kind of information a dog food customer is looking for, but you must admit they kind of stick in your head.