Beneful gets another Black Eye
By: Linda Gross
The $500,000 Dog Park Challenge
The news spread rapidly when Purina/Beneful announced a half-million dollar contest for a dream dog park in May. All the lucky winner had to do was to submit a 2 minute video showcasing why they were the most deserving of such largess. The winning entry would get a $500,000 “extreme make over” which would obviously result in one amazing facility for dogs and dog-owners. The contest began in May and this August viewers will vote for the winner.
You won’t find the Globe Park video in this coveted circle. And maybe you will decide after looking at the entries, that we didn’t deserve to be in the final ten. But like the award winning ALLY BANK commercials which drive home the point about fair play and transparent communication, we found the Beneful contest rife with potholes for contestants trying to play by the rules.
Instead of generating good will and positive branding for the Beneful/Purina name, our experience through this process soured our opinion about the company. Here’s why.








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