You Gotta Love Dog Car Ads

25640649 – breed golden retriever river filed out of the car window.

The Dog Marketing Blog reflects where two of my worlds, marketing, and dogs, intersect, and I am especially fond of covering the moments when my marketing sub-specialty, automotive also gets into this picture.  Earlier this year MediaPost published an article describing how Land Rover marketed to dog owners at a horse event in Kentucky, and then went on to mention the Nissan Dogue concept which has been making the auto show rounds and the ongoing use of dogs in Subaru advertising.

This is one of those cyclical ideas in automotive advertising (I tried unsuccessfully to get my agency to sell the idea to Chrysler.) The brands and vehicles that try dog tie-ins tend to be those with an “outdoorsy”  persona.  The marketing team will point out how many people and especially their brand’s prospects own dogs, which makes it a natural association.  Association with a favorite animal, much like an association with a favorite celebrity, it thought to be an overall positive for the brand.

A commenter on the MediaPost article noted a previous instance where Land Rover partnered with a national animal rights association, they felt they were reaching a younger audience who showed a strong interest in acquiring their dogs through rescue organizations.  The issue with the Nissan Rogue Dogue, like most “custom” dog vehicles, is that the dog-specific features are usually things that are bolted on the vehicle as an afterthought rather than designed into the vehicle from the ground up, and one reviewer thought the add-ons detracted from vehicle performance.     Often the package of custom branded pet items are way more expensive than similar items purchased from a pet specialty retailer.

Subaru has stuck to this strategy a long time and is the automotive brand that I believe has the longest running and most consistent use of dogs in advertising, I described a partnership with ASPCA and Eddie Bauer back in the Dog Marketing Blog in 2009.  In 2010, AdAge described Subaru’s continuing partnership with ASPCA as well as dog-centric media buys on the Puppy Bowl and the Westminster Kennel Club Dog Show.   Starting with the Dog Tested, Family approved spots in 2009 and continuing on with the Barkleys family of retrievers. The purebred dog fancier in me notes that the Barkleys are a diverse blended family much like we see in ads for human products, with a yellow Labrador Retriever playing mom to a dad and kids that all appear to be purebred Golden Retrievers.

 

 

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Subaru teams with ASPCA

MediaPost reports that Subaru is sponsoring the American Society for the Prevention of Cruelty to Animals (ASPCA) Prevention of Cruelty to Animals month in April. The car brand joins Dogpile.com and Clorox (Fresh Step) as sponsoring a number of events across the USA to support the ASPCA’s Mission: Orange. Mission Orange targets specific communities to reduce euthanasia rates among the most at-risk (homeless) animals. The site describing the program does not specifically mention no-kill as a strategy, but seems to support that philosophy, which aims to rehabilitate and place animals where possible rather than euthanizing animals simply based on length of stay or number of animals in custody.  Subaru has a history of marketing to pet owners by supporting rescue organizations and offering pet-friendly vehicle accessories during its partnership with LL Bean which ran from 2000-2008.

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