Milk-Bone’s satirical dating show ads debut during 'The Bachelorette'
The J.M. Smucker-owned brand launched its “More Dog” ad campaign on Tuesday.
FrankLin
Dog treat brand Milk-Bone is pushing for “less fake love” and “less posing” in new ads that tap into reality show and influencer culture.
A 30-second ad debuting today on ABC’s “The Bachelorette” and NBC’s “Today,” depicts a fake dating show. The contestant considers a pool of five influencers and a dog named Señor Snuffles, and the dog is chosen. “Will you accept this Milk-Bone as a symbol of my love?” the bachelorette asks the dog.
Another ad, running on Instagram, Tiktok and Facebook, shows a dog owner posing on the beach with a Milk-Bone rather than a phone. Audio ads will also run on Pandora and Spotify.
“We live in a world where we have a lot of content that hits us every day,” said Ryan Thomas, VP of pet marketing at J.M. Smucker. “We just wanted to take the opportunity to insert Milk-Bone into that culture and say ‘another second spent with your dog is a second well-spent.”
Milk-Bone partnered with J.M. Smucker’s agency of record, Publicis Groupe's PSOne to create the digital and social placements. Ulf Johansson, who has worked on commercials for Bud Light and Mtn Dew Kickstart, directed the spots.
“More Dog” is the largest campaign, in terms of new content, in Milk-Bone's 114-year history. Milk-Bone expects to roll out more campaigns including holiday ads from now through the Easter season, according to Ryan Thomas, VP of pet marketing at J.M. Smucker.
Last year, new Milk-Bone packaging with bold lettering and emphasis on the brand’s signature heart logo hit stores. The packaging had not been changed for over 30 years, according to Thomas.
“When it comes to the treat category, it’s really this moment of connection, and we wanted Milk-Bone, the heart at the center, to stand for that heart of the center connection point between you and your dog,” said Erica Roberts, PSOne chief creative officer, about the inspiration behind the creative.
