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Studies like the “PDSA Animal Wellbeing (PAW) Report 2020” have investigated why you have a dog as a pet.
Just as Robbie Williams has worked for Purina, Diego Boneta has worked for Pedigree.
The market pet It is characterized by the various segments that make it up.
The halo effect traditionally used by consumer brands in advertising hit the market pet with two cases of singers like robbie williams Y Diego Bonetawhich show how important a celebrity is in an advertising piece, regardless of the narrative they are talking about.
Pet ownership was studied in research What “PDSA Animal Wellbeing (PAW) Report 2020”where he realizes that the main reason that people confessed, why they have a dog, is that 51 percent of them confessed that it caused them happiness and 47 percent said that it was for love.
halo effect on pet
The halo effect reaches the latest Purina campaign where the famous robbie williamswho has made a series of activations on social networks where he confesses to being a cat lover, to make sense of the collaboration with the cat Félix, a mascot used in branding by the company, to promote its segment of products for cats.
Within the campaign we see the British singer sharing the stage with Felix, to make a very special duet while performing “It’s great to be cat!” (“It’s great to be a cat!”).
The campaign strategy is simple, as it resorts to animation and the use of real images where we see the singer perform a very special duet, in an environment animated by an orchestra.
So far we know that the piece of Nestle Purina is aimed at the European market and signed an important list of talents, starting from the agency AFG and the producer Craft Worldwidewho shared the work with Inkubus. in the media is zenith and the direction of Marco Grandia had the support in production of Inma Gutiérrez, Victoria Lorenzo and Bárbara Alemany.
“We have the best setting to talk about fabulous cat food with Felix, who is an internationally recognized and beloved character. If we combine it with the one and only Robbie Williams, we get our best recipe”, he explained. Fabio Degli Esposti, Group Marketing Manager at Nestle Purina.
As in this case, we have seen other advertising references that stand out for adding celebrities to their creative strategy. We saw a great case in Mexico with the participation of Diego Boneta in the campaign PEDIGREE Dentistix.
In the piece we see the actor and singer take care of the oral health of his German Shepherd dog, with the help of the famous product of the pet food brand.
The concept of halo effect is argued as an advertising strategy of brands, to associate with a celebrity and link to its positive values with which it is recognized in the market.
This bet now comes to the market petwhich has been characterized by having creative resources, to highlight the products with which certain products stand out in the retail pet segment.
Part of this bet, we see, is to achieve increasingly important activities in consumption, which are based on a key concept and that is the ability to understand the market and achieve its significance before the consumer, who in pet makes his decisions about purchase motivated by the dogs or gathijos.
