Fresh breath for dogs is just the beginning. Milk-Bone has a new campaign to help fund service dogs for people with physical disabilities through sales of its pet snacks. “We enable consumers to give back,” says Milk-Bone’s senior brand manager Jason Wehner.
More companies are advertising to the disabled market as the weakened economy has brought about a "shift in attitudes [that] represents an opportunity to connect with the public on less mercenary — and more altruistic — levels," according to the New York Times.
Very few companies market to the
disabled, but this demographic is “a marketers’ dream come true,” says Nadine Vogel, founder and president of Springboard Consulting.
