Fido, You Stink

Dogs love to eat, but are terribly neglectful about brushing afterward. It’s a tough thing to say about “man’s best friend,” but it’s true.
That’s where American Media Group in Overland Park, Kan., comes in. The direct-response marketer is rolling out a national TV spot, in 90-, 60- and 30-second executions, for the Breath Friend oral care kit for pets (shown here).
For $16.95 (plus $4 shipping and handling), callers to the toll-free number get the Breath Friend gel, two long-handled applicator swabs and 15 “finger applicators for ease of use with pets who will accept deeper cleansing,” according to product materials.
But wait, there’s more: The kit also includes a free “Pet Oral Care” video, suitable for repeated viewing.
“We keep a keen eye on the most current marketing trends of what people want and are buying,” said AMG president Peter Gencarelli. Hence an upcoming AMG campaign that features direct-response spots for A Tribute to Diana, an album of photos of the late princess. -Scott Hume