Pampered Pets

ANCHOR LEAD
IT'S HARD NOT TO SPOIL YOUR KIDS ROTTEN, BUT HAVE YOU LOOKED AT YOUR PET LATELY? EXPERTS SAY OUR FOUR-LEGGED FRIENDS ARE NO LONGER 'RUFFING' IT WHEN IT COMES TO LOOKING GOOD...WITH EVERYTHING FROM LOTIONS TO NAIL "PAW"- LISH.
IN HEADS UP TONIGHT_____ TELLS US ABOUT THE BOOMING CANINE AND KITTY COSMETIC INDUSTRY.

NAT SOT Length: 02
Playing

TRACK ONE Length:05
FREDI CONSOLO SAYS HER PRECIOUS POOCH CHLOE IS MORE THAN MAN'S BEST FRIEND.

SOT
KEY @: 08 Fredi Consolo, Pet Lover
"I totally feel like she's part of my family."

TRACK TWO Length:05
THAT'S WHY SHE GETS PAMPERED FROM HEAD TO TAIL. CHLOE EVEN HAS HER OWN PERFUME!

SOT
KEY @: 18 Fredi Consolo, Pet Lover
"It's just like a perfume for humans, and I just spray her with it a couple of times, probably once a day, and she just always smells delicious."

TRACK THREE Length: 17
THERE'S A SPECIAL SCENT FOR YOUR FAVORITE FELINE, TOO!
FROM SPAS AND SALONS TO MOISTURIZERS, NAIL PAWLISH, EAR CREAMS AND EVEN A DOGGY DEODORANT...THE PRODUCTS ARE OUT THERE.
AUTHOR PAM DANZIGER SAYS COSMETICS ONCE THOUGHT ONLY FOR PEOPLE HAVE LITERALLY GONE TO THE DOGS... AND CATS, TOO. WHY?

SOT
KEY @: 42 Pam Danziger, Author
"We've had a complete shift in how we look at animals. Not as pets, not as animals, but as full fledged members of the household and of the family."

TRACK FOUR Length: 06
Client Note: see source info
IN FACT, WE LAVISHED MORE THAN 34 BILLION DOLLARS LAST YEAR ALONE TO KEEP OUR PETS SITTING PRETTY.

SOT
KEY @:58 Pam Danziger, Author
"When we did our research, we found that more than forty percent of US households purchased discretionary pet items."

TRACK FIVE Length: 15
THE NAMES SOUND LIKE SOMETHING WE'D USE, TOO... PERFUMES CALLED TIMMY HOLEDIGGER, C-K-9, ARFMANI, AND PUCCI-NAILPOLISH COLORS LIKE POODLE PINK AND FIRE HYDRANT RED. ALTHOUGH THESE PET PRODUCTS KEEP THEM LOOKING LIKE THE TOP DOG, DANZIGER SAYS IT'S NOT THE PETS WE DO IT FOR...

SOT
KEY @: 1:21 Pam Danziger, Author
"It doesn't make the animal feel any better, it makes the person feel better."

TRACK SIX Length: 03
BUT FREDI SAYS SHE AND CHLOE DISAGREE...

SOT
KEY @: 1:28 Fredi Consolo, Pet Lover
"When I put something new on Chloe, Chloe thinks she's all dressed up. She prances around, she wants to show off."

ANCHOR TAG:
ALTHOUGH YOUR PET'S PAWS WILL LOOK WELL MANICURED WITH NAIL POLISH, GROOMERS WARN MANY DOGS DON'T LIKE THE NAIL POLISH REMOVER AND YOU MAY HAVE TO LET IT JUST CHIP AWAY.

SOURCE INFORMATION:

Pam Danziger
Founder, Unity Marketing
Author, Why People Buy Things They Don't Need
717-336-1600
Pam Danziger founded Unity Marketing in 1992. Unity Marketing is a
consulting firm that serves consumer product businesses, especially those
selling luxury and discretionary products. In addition to her book, Pam
recently wrote a report on why people buy things for their pets.

Source information for Track Four:
SOURCE: American Pet Products Manufacturers Association