http://www.cbsnews.com/stories/2004/06/23/tech/main625676.shtmlDoggie Drug Ads Cater To Humans
Once the mangy mutt of the marketing world, ads for pet prescription drugs now flaunt the sophistication of a purebred poodle. Drug companies are chasing the success of Viagra, Allegra, Prilosec and other human drugs whose aggressive marketing campaigns turned them into top sellers.
The goal: fetch some of the $18 billion American households spend yearly on veterinary expenses. More than 71 million households own a cat or dog, and a growing number view pets as family members worthy of the best, from health care to doggie spas and pet day care.
"Vets have become like pediatricians," explained Salzman, executive vice president and chief strategy officer of Euro RSCG Worldwide, an advertising and marketing firm. She recently spent $800 on a thyroid test to determine why her nine-year-old dog was losing weight. Her company doesn't do pet drug ads, but she admires the craftsmanship.
Marketing experts and veterinarians agree, ads for pet drugs are becoming harder to distinguish from the human version.
"They are done in very similar fashion -- it's still the guy in the sweat suit running down the beach with the dog by his side. It's still the same visual and message," said Rob Frankel, author of "The Revenge of Brand X: How to Build a Big-Time Brand on the Web or Anywhere Else."