Ooh, That Smell

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The smell of success may be more acrid than sweet at Animal Planet.

To get the attention of dog owners, the network’s U.K. channel is first going after dogs—by affixing ads that give off a dog urine scent to the foot of lampposts. When the pooch comes over for a sniff, the owner sees a larger ad above promoting Animal Planet’s new dog awards show.

“We’ve identified the ‘cocked-leg market,’ ” says Ed Staples, a spokesman for London PR shop Red Consultancy whose proper English accent makes it kind of comical whenever he says “dog urine,” which these days is quite often.



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