The idea of Rube Goldberg machine has been used in several attempts at advertising with many different companies. A Rube Goldberg machine is a contraption or over-engineered simple machine that accomplishes a small task in a very complicated way. Typically, and in the case of the ad for Purina’s Beneful dog food, this task is completed by a chain reaction. Purina’s brand, Beneful, certainly raised the stakes at their attempt when they added over half a dozen dogs to the mix.
Recording this advertisement required a long day of hard work and several takes. The result makes a great pitch for Beneful, though, because it catches the onlooker’s attention by incorporating the adorable factor of dogs with the scientific factor of simple machines.
Beneful on yahoo is a high quality and popular brand of dog food made by Purina. They produce wet dog food and dry dog food, as well as dog treats. Beneful is one of Purina’s most profitable brands, due to its popularity.
Beneful came on the market in 2001. It has since been marketed on the basis of its high nutrition for dogs, as well as its attractive appearance. Purina made this product actually look like real beef stew, so it was not only appealing to the dogs, but also to the owners. The company has since upgraded their facilities to increase their production of wet dog food and dog treats as well. Their wet food is served in a container that can actually be used as a dog bowl and has a resealable top, so it can be given just a little at a time. The food is meant to be “humanized” as people see their pets as part of the family.
Another marketing tactic that Beneful has released along with their Goldberg Machine ad, is a series of scented posters. This was done in Germany, and it was designed to attract dogs to approach the posters, due to their scent of dog food. In addition to this, Beneful began airing tv ads in Austria that incorporated high pitch noises. These were at a level that only dogs could hear, so like the posters, these ads elicited a response from dogs. A fun marketing tactic used in New York was the introduction of interactive billboards. These were released to allow people to play a game of virtual fetch in the subway station. Users are engaged by customized dogs that will follow them through the station.
Beneful’s high quality marketing tactics matches their high quality product. With variations for any type of dog, including taste and texture, Beneful is a great cost-effective way to feed a family pet.