Ooh, That Smell

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in