Скачать или смотреть How Pedigree Used Dog Tail Wags to Justify a Premium Price (Marketing Case Study)

Pedigree's 'Tail Orchestra' campaign is a masterclass in modern marketing. This video breaks down how the brand successfully used motion-capture technology to transform a dog's tail wag into an orchestral performance.

We explore the brilliant strategy behind this initiative:
The Happiness Proxy: How Pedigree leveraged the tail wag as a universal, undeniable sign of health and joy, providing human owners with a powerful, emotional 'proof' of product quality—a necessary step since they can't taste the food.

Mass-Premium Status: Discover how associating the brand with sophisticated, custom technology and live orchestral music justified a higher price point, elevating Pedigree above generic competitors.

Generative Marketing Pioneer: We look at how this real-time, biometric feedback system foreshadowed modern trends in personalized, data-driven marketing and created a deep, emotional connection that positioned Pedigree as a facilitator of the pet-owner bond.

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Pedigree used the tail wag as a proxy for quality. What other mass-market brand uses a non-product-related emotional signal to justify a premium price? Let me know your best examples in the comments below!