Category
Tech
Automated Upkeep
Trend cluster
Category
Canine
Campaigning
Using dogs in advertisements to sell more than just pet products.
3.9
Trend score
Trend
What is the Canine Campaigning trend?
Canine Campaigning: Animals of all species are used frequently in advertising to capture the attention of animal lovers and to give a brand message a cute and quirky twist. Since they are considered "man's best friend," dogs, by far, are the most common animal used in advertising due to their ability to appeal to consumer sentiment. Advertising that uses puppies and fully grown canines often strike an emotional chord within viewers, which builds trust for the brand, regardless of the original advertising message. Thus, in addition to brands operating in the pet category, brands in industries from fashion to cars are also using these furry friends in their marketing campaigns.
Trend themes
Themes within the Canine Campaigning trend
Three behaviours holding the trend together01
Canine-Centric Marketing
Brands across the industry spectrum have started to recognize that dogs can be used in advertising to build consumer trust and loyalty
02
Humorous Animal-based Marketing
Advertising campaigns that combine wit and humor to promote a product or service that can be hard-sold
03
Animal Grief-based Marketing
Advertisements that feature animals with human emotions to derive sympathy among viewers
Industry implications
What the Canine Campaigning trend means for industry
Where the trend changes the playbookFor
Automotive
Brands are using dog-centric campaigns to appeal to pet owners who are twice as likely to own a pet than an average car owner
For
Food and Beverage
Humorous and grief-based campaigns are being employed to promote food and beverage products such as Cepera Extra Strong Pepper Sauce and Perdigao Boneless Turkey
For
Fashion and Accessories
Canine-themed campaigns are being leveraged to promote fashion and accessories products, such as the Diesel Spring Summer 2012 Ad
Trend signals
Trend signals for Canine Campaigning
Trend score 3.9 out of 10, from popularity 60%, activity 50%, freshness 8%.
Popularity60%
Activity50%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Evidence
Examples of the Canine Campaigning trend
8 featured examples from Feb 7 to Jun 7, 2012CategoryLifestyle
Spice-Suffering Dog Ads
The Cepera Extra Strong Pepper Sauce Campaign is Extremely Hot
The Cepera Extra Strong Pepper Sauce ad campaign presents opportunities for spice companies and food brands to differentiate themselves through innovative and attention-grabbing a…
CategoryLifestyle
Sad Puppy-Eyed Ads
The Perdigao Boneless Turkey Campaign Promotes Heartbreakingly Convenient Meat
Disruptive innovation opportunity: Innovate in the food and beverage industry by developing convenient and hassle-free meat products.
CategoryMarketing
Chic Canine Campaigns
The Diesel Spring Summer 2012 Ad is Unexpected
Opportunity to incorporate animals into marketing campaigns to appeal to animal lovers and create unique marketing campaigns.
CategoryMarketing
Hand-Shaped Tail Ads
The Curli Leash Campaign Shows Dogs Walking Themselves
Innovative leash designs and products that cater to the needs of pets could disrupt the traditional pet industry.
CategoryAutos
Adorable Dog-Driving Ads
Subaru 'Dog Tested. Dog Approved.' Campaign Features Your Best Friends
As more car owners are pet owners, car companies can leverage this demographic by creating pet-friendly features in their vehicles, such as built-in dog cages or pet-friendly upho…
CategoryMarketing
Canine Concern Ads
The National Geographic Dog Whisperer Campaign is Sadly Human
Companies in the pet industry can create products and services that cater to the unique needs of dogs and their owners, from food and toys to training and therapy.
CategoryMarketing
Dressed-Up Dog Ads
The Eno Antacid Campaign Shows That “You Can’t Fool Your Stomach
Pharmaceutical companies can explore unique and creative campaigns to promote their antacid products and stand out in a competitive market.
CategoryMarketing
Criminal Dog Ads
'AmiciCani' Shows Canines Don't Judge
Disruptive innovation opportunity: Implementing creative and engaging advertising campaigns can attract more potential adopters and increase the number of animals finding homes.
