# Canine Campaigning Using dogs in advertisements to sell more than just pet products. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Jun 25, 2012 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/puppyvertising ## Key Figures - Trend score: 3.9/10 - Evidence articles: 8 ## 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. ## At a Glance - Evidence: 8 featured examples - Articles from: Feb 7 to Jun 7, 2012 - Published: Jun 25, 2012 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Canine Campaigning trend ### 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 ### Humorous Animal-based Marketing Advertising campaigns that combine wit and humor to promote a product or service that can be hard-sold ### Animal Grief-based Marketing Advertisements that feature animals with human emotions to derive sympathy among viewers ## What the Canine Campaigning trend means for industry ### For 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 for Canine Campaigning Trend score 3.9 out of 10, from popularity 60%, activity 50%, freshness 8%. - Popularity: 60% - Activity: 50% - Freshness: 8% ## Examples of the Canine Campaigning trend 8 featured examples from Feb 7 to Jun 7, 2012. - [Spice-Suffering Dog Ads](https://www.trendhunter.com/trends/cepera-extra-strong-pepper-sauce): The Cepera Extra Strong Pepper Sauce Campaign is Extremely Hot (Category: Lifestyle) Implication: 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… - [Sad Puppy-Eyed Ads](https://www.trendhunter.com/trends/perdigao-boneless-turkey-campaign): The Perdigao Boneless Turkey Campaign Promotes Heartbreakingly Convenient Meat (Category: Lifestyle) Implication: Disruptive innovation opportunity: Innovate in the food and beverage industry by developing convenient and hassle-free meat products. - [Chic Canine Campaigns](https://www.trendhunter.com/trends/diesel-spring-summer-2012-campaign): The Diesel Spring Summer 2012 Ad is Unexpected (Category: Marketing) Implication: Opportunity to incorporate animals into marketing campaigns to appeal to animal lovers and create unique marketing campaigns. - [Hand-Shaped Tail Ads](https://www.trendhunter.com/trends/curli-leash-campaign): The Curli Leash Campaign Shows Dogs Walking Themselves (Category: Marketing) Implication: Innovative leash designs and products that cater to the needs of pets could disrupt the traditional pet industry. - [Adorable Dog-Driving Ads](https://www.trendhunter.com/trends/subaru-dog-tested-dog-approved): Subaru 'Dog Tested. Dog Approved.' Campaign Features Your Best Friends (Category: Autos) Implication: 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… - [Canine Concern Ads](https://www.trendhunter.com/trends/national-geographic-dog-whisperer-campaign): The National Geographic Dog Whisperer Campaign is Sadly Human (Category: Marketing) Implication: 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. - [Dressed-Up Dog Ads](https://www.trendhunter.com/trends/eno-antacid-campaign): The Eno Antacid Campaign Shows That “You Can’t Fool Your Stomach (Category: Marketing) Implication: Pharmaceutical companies can explore unique and creative campaigns to promote their antacid products and stand out in a competitive market. - [Criminal Dog Ads](https://www.trendhunter.com/trends/amici-cani): 'AmiciCani' Shows Canines Don't Judge (Category: Marketing) Implication: Disruptive innovation opportunity: Implementing creative and engaging advertising campaigns can attract more potential adopters and increase the number of animals finding homes. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)