Pedigree Denta Stix - Ineffective Ad #2

Advertiser: Pedigree

Type of advertisement: Print

Purpose of the advertisement:  The main purpose of the Denta Stix advertisement is to promote Denta Stix for dogs as a ‘must have’ dog owner’s item.

Target market of the product: The target market of the product are dog owners

Target audience of the advertisement: The target audience are dog owners who value the health of their pet and want to keep their dog’s health in check.

The Denta Stix ad was launched to promote the new Pedigree chew designed to clean a dog’s teeth similar to how a toothbrush cleans a humans.   The ad’s general conceptual idea and strategy revolved around presenting the idea that pet owner’s should purchase these mouth cleaning treats for their dogs so that their pet’s teeth are kept healthy and their unpleasant breath doesn’t cause and produce unsavoury odours around the home.  Even though Pedigree approached the campaign with a focus on humour, I believe the ad falls short in its appeal to reason. The shot features a dog with its mouth open breathing onto a bird who has, as a result, passed out because of the animal’s bad breath.  For many dog owners, this contrast is of very little relevance as many don’t own birds or cannot even begin to comprehend this ‘far-fetched’ event occurring.  The best feature of the ad, I believe, is the dog’s facial expression as this captures my attention and gives it a humourous appeal.

Due to the considerably high cost of this ‘optional’ treat/product, the target market of this product is likely to consist of people with a mid to high income.  I believe the childish and over humouristic appeal of this ad is not suited to the type of audience who would consider buying the Denta Stix.  When I see this ad, I don’t feel compelled to buy the product.  There are no stated health benefits mentioned on the image, and I feel there isn’t enough emphasis placed on the health benefits associated with the product.  If I were to make any changes to the ad I would give it a more professional and ‘educated’ feel by stating some of the health benefits, rather than focusing solely on humour to sell the product.