Dogs are universally known as man’s best friend. They are playful, friendly, and loyal. They shower humans with lots and lots of affection and they are there when we need them, offering just the right dose of happiness to give our mood a positive boost. But let’s be honest — they also know how to manipulate their owners, tricking them into getting what they want. Because who could possibly resist those adorable puppy eyes?
Studies show that our canine friends are surprisingly good at getting something they want, figuring out that we can be corrupted. And while their ability to deceive us is impressive, responding to such behavior is not the best idea. Just like any relationship, they need to know there are some boundaries that must be respected — and it’s for their own well-being.
Their manipulative skills are most noticeable when it comes to food. New research commissioned by PEDIGREE® reveals that 69% of dogs beg for food weekly, with 39% doing so daily. 52% of pet owners confirmed their companions tricked them into thinking they haven’t been fed. 25% said they overfeed their dogs, unable to resist those “puppy-dog eyes.” Lastly, 44% admitted to rewarding their pooches with extra food for behaving well.
Not feeding a dog correctly leads to health problems. Seven out of ten Aussie dogs are overweight, an issue that the Mars brand, together with Colenso BBDO, addresses with an innovative gadget that shows owners just how honest their dogs are about their food intake. The “Lie Detector” is a smart collar that tracks a dog’s eating and exercising behaviors. Developed in partnership with digital innovation agency Satellite NZ, the voice-activated device works paired with an app to help pet parents better manage their dog’s food weight. Currently on trial, the tool reveals whether these furry friends are liars or are being honest when it comes to food.
According to dog behavior specialist and campaign partner, Nathan Williams, “The collar detects the dog’s movement, so if a dog’s eaten and you log the amount of food that you put in the app on the phone that connects to the collar, the dog’s movement, it says how many calories it’s burnt throughout the day. So if the dog’s burnt more calories, you can afford to give a bit more food, but if the dog hasn’t burnt calories and still is acting hungry, the collar will tell you if the dog needs food or not.”
Nicola Paroissien, Brand Director at Pedigree, said: “The Lie Detector collar is a fun and interactive way to help pet parents be more mindful of portion control and treat-giving. We hope to bring awareness to the importance of nutrition and balance.”
As pet owners ourselves, we absolutely love the idea. Yet, we have a feeling that our companion might not be so excited about the Lie Detector. For very obvious reasons, of course…
CREDITS
Brand: Mars PEDIGREE®
Agency: Colenso BBDO
