One Agency In The Doghouse

“Igloos for dogs” is, perhaps, neither the greatest nor most pressing item on the list of potentially unmet consumer needs, but Dogloo, a manufacturer of pet products, breaks the first TV spot next month for its hemispherical dog houses anyway.
The 30-second spot (shown here) from Kodiak Communications in Moorpark, Calif., (a Los Angeles suburb), promotes the plastic igloo-style canine cabanas as “year-round homes for dogs.”
The ad promises the comfort and weather protection provided by Dogloos over standard wooden doghouses.
The commercial will air on NBC network affiliate stations in major markets around the country through the end of the year as part of a sponsorship package of evening weather reports.
“The campaign is designed to build the brand and help Dogloo break into the wooden house market,” explained Debi Hammond, a Kodiak account executive.
The effort also includes the company’s first use of ads in special and general interest magazines.
Ads are running through March in Pet Life and Dog Fancy as well as Working Mother and Home. -Angela Dawson