The Dog Marketing Blog

The Snif Tag collar based RFID tracking system for pets was dropped as company founders re-purpose the technology into a product that tracks hand washing by health care workers.   The product, which originated in the MIT Media Lab’s Physical Language Workshop, launched in late 2005 and was profiled in high profile media including Wired and the New York Times.

Described as “social networking for dogs,”  SNIF was a product in search of  a market. The collar-leash combo provided information about a pet’s activity level while the owner was not present and its interaction with other dogs wearing the same tracking device.  I would  suspect that anyone willing to shell out almost $200 for the electronically enabled collar and lead set might not let their pet far out of their sight, rendering this second piece of data redundant. If the pet would get out of sight of the owner, there was no way for the owner to find a lost animal using the SNIF tag; a function that is available through some GPS enabled collars.

The SNIF website is still up with links to its news coverage, but the product ordering and retailer locator functions are no longer providing data on the discontinued product. The inventors mention they may re-introduce the product later with a more robust marketing budget, but I will be surprised if it fulfills the initial hopes for its success.

Freshpet Logo

Petfood Industry reports news from Tyson Foods fourth quarter earnings report regarding its Freshpet line of refrigerated pet foods.  Freshpet is currently in test rollout with national retailers and is reportedly finding high consumer acceptance;  club stores are next in their distribution plans.  The Freshpet website describes the product as lightly cooked and emphasizes that it remains refrigerated from production through sale and use.  Freshpet foods combine the real food appeal of raw feeding while minimizing concerns about bacteria and the yuck factor some people experience when their pets devour raw meat.   The earnings report also mentions Tyson participation in the refrigerated pet treats market, but gives few details.

I’m a bit confused on the evolution and marketing of Tyson’s refrigerated dog treats. Doing a Google search, I found a section on the Freshpet website which references the Loved Dog brand treats. The treats tie in to dog trainer Tamar Geller’s dog coaching brand of the same name and they are mentioned as being introduced by Geller rather than by Tyson on the site. There are no evident links from the Freshpet homepage to the Loved Dog treats.  I found a blog post referring to the Loved Dog treats being available in the summer of 2008. The only links on the Freshpet homepage that lead to treats are for products branded as dognation treats, and a reference is made that this is a new name.  If any readers have insight into what’s going on with the production and marketing of these  Tyson-manufactured refrigerated treats, please leave a comment.

Aqua Pure Breed logo

Aqua Pure Breed started following me on Twitter, introducing me to another entry in the bottled water for dogs category. This product offers  innovative user-friendly packaging; it comes in a wide-mouthed plastic bottle  that serves as a bowl.  In addition to plain spring water, Aqua Pure Breed comes in two enhanced varieties, one for joint support and one claiming to support healthy skin and coat. The only package size now available is 8 ounces, and the plain variety comes with either a pink or blue top.

The company website has a retailer finder which wouldn’t function for me, but their Facebook page has announcements of  new retailers, most of which are in the company’s home state of California. Home delivery of 48 bottle cases of Aqua Pure Breed is available for $59.95.

The company website notes product launch in spring 2008, but other materials note that the product became available at retail in the summer of 2009.  Their Twitter and Facebook streams mention high-profile dog events, like the AKC Invitational shows taking place this weekend in Long Beach. The company has also publishes the Active Dog Guide which identifies dog-friendly places in several US locations and it actively encourages people to includes their dogs in more activities and  businesses to become more dog friendly toward both their employees and guests.

What I like about this product is the packaging, which eliminates the need to take a separate bowl when traveling with your dog.  I might argue that 8 ounces may not be adequate for every dog, so I would hope to see larger bottles offered in the future.  Aqua Pure Breed promotes the bottles as disposable; they are recyclable as well. No mention was made as to whether the products are approved for human consumption.

Free Kibble Logo

Petfood Industry reported that Halo pets has signed on as a sponsor for Freekibble.com’s  iPhone app, Kibble Katch.  Freekibble donates 10 pieces of kibble for each click on a trivia game on their site.  The food is donated by corporate  sponsors which manufacture premium natural  petfoods, including Castor & Pollux and Canidae on the Freekibble website;  Halo donates food for games played on the iPhone app.  Freekibble is the brainchild of Mimi Ausland, a 12 year old girl from Bend, Oregon and offers sections that spawn both dog and cat food donations.  The synergy here combines many elements bubbling up in marketing and social movements today: youth involvement in social causes, casual gaming, mobile advertising applications, and the growing popularity of the natural petfood category.