But not unable to type, apparently.
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Things to note about the above trip through kitty fantasy land via canned food-product:
* The cat can open cans with its mind.
* Purina products are the actual portal to Narnia. Forget wardrobes.
* The jovial dancing turkeys, cows and chicks. I can only assume they are present in “adventureland” because they are also present INSIDE THE CAN.
* The lyrics: “Exciting your cat, day and night, with endless enchantment. It’s the magic Friskies makes happen everyday.” Am I missing something? Doesn’t endless enchantment for a cat normally mean scratching the back of your favorite chair? Or chasing a rubber band around the house?
Now I understand it is really easy to Monday Morning Quarterback others’ marketing efforts. I also understand that I have never had a cat. Maybe cat owners really believe that the canned food they serve their pet transports them to a magical land of adventure everyday. Clearly I am not their target market. But I’ve never claimed this blog to be unbiased, or even really that professional.
I am a pet owner by proxy, and grew up with dogs. I more than understand how pets become a part of the family. Yes, at the holidays my dogs at home get mini-Thanksgiving dinners complete with gravy. And yes, they wear sweaters and watch TV on the couch with us. And you might think that is weird. HOWEVER, never in my entire life have I put down a bowl of food for them hoping it would excite them with endless enchantment. Or that they would be able to run through fields of turkeys and cows and ride straw boats shaped like fish. Nor would the thought of that possibility drive me to make a purchase for my pet.
So here is my conundrum. When marketing to a pet owner, from what standpoint do you want to motivate them? I think what Pedigree has done with their branding is on the right track. Become a pet-friendly corporate culture, contribute to non-profit efforts to find shelter dogs loving homes, provide a healthy product to consumers and their dogs.
But maybe that is thinking too small. And maybe the “Adventureland” spot is employing the exact method of creative problem solving that we spoke of so often in our class with that name last semester. Am I too quick to criticize? It certainly stands out from all of the other pet food ads. My question is, did it work? My tentative answer: not really. To me, it is just silly and slightly disturbing. Maybe I’ll buy a cat and change my mind.
Thank you to Ms. Morro for pointing this gem out.