Baneful is a dog food product brand developed by Nestle Purina Pet care that included dry dog food, dog treats, as well as wet dog food. By 2012, Beneful became the fourth most popular dog food brand. By this time the company was generating more than USD 1.5 billion in revenue. In fact, it is believed from a market analysis that Beneful makes one of the most significant revenue earners for Nestle Purina.
This dog food product brand ventured into the market in 2001 when it was marketed based on the appearance and nutritional value. The package resembled stew with meat pieces, and the company believed in the meaning of the brand, full of goodness. The company spent 34 million dollars in advertising the product, which aired on television during that year making the largest investment in an advertisement that Nestle Purina had ever made.
By 2006, the revenues from Beneful had amounted to 300 million dollars, which prompted the company to invest 36 million dollars in facility upgrades in St.Joseph Missouri with the aim of producing more wet dog food. In 2010 the company made an attempt of creating incredibites which was dog food that stayed fresh and packaged in smaller sized bites.
In 2011, the company released a poster promotion in Germany that attracted dogs by releasing the smell of dog food. This led to television ads that were aired in Austria that involved high-pitched noises that only dogs could hear and identify with. The interactive billboards hit New York in 2012 where people can now play virtual fetch on the subways. The dogs the billboards are customized in such a way that they pursue a passerby to engage them. The same billboards are found in Atlanta, Los Angeles, and Chicago. This way the company is able to attract the right customers and increase their revenue from Beneful dog food products.