Beggin’ Strips: The 1990s “Humanization” Push That Paved the Way for Today’s Clean-Label Pet Treats
From Bacon to Backlash
In the 1990s, pet owners began to embrace the idea that their dogs deserved more than generic kibble and bland biscuits. Enter Beggin’ Strips: a cheeky, bacon-themed treat that leaned into the growing trend of “pet humanization.” With playful branding and a wink toward indulgence, it felt like the canine equivalent of snack food for people. But while the concept was fresh for its time, the product eventually ran up against shifting consumer expectations. As health-conscious pet parents demanded cleaner, more natural ingredients, Beggin’ Strips’ over-the-top positioning started to feel dated—and even controversial.
Launch and Meteoric Rise
Beggin’ Strips debuted in 1993, quickly capturing attention with its unique concept: a dog treat that resembled strips of bacon. The product's tagline, “Dogs Don't Know It's Not Bacon,” resonated with pet owners who wanted to indulge their pets with treats that mirrored human snack experiences. This marketing strategy was part of a broader trend in the pet industry during the 1990s, where companies began to anthropomorphize pets, treating them as family members deserving of premium products.
The initial success of Beggin’ Strips was bolstered by memorable advertising campaigns, including the iconic 1989 commercial where a dog exclaims, “It’s BACON!” upon seeing the treat. This commercial became a staple in pet advertising, reinforcing the product's appeal and embedding it in popular culture.
Consumer Reception and Backlash
While Beggin’ Strips were initially well-received, the product's marketing and ingredients eventually attracted scrutiny. The claim that the treats were made of real bacon was challenged, leading to a lawsuit alleging that the advertising misled consumers about the product's content. In 2017, a federal judge dismissed the lawsuit, but the controversy highlighted growing consumer awareness and demand for transparency in pet food labeling.
Additionally, the ingredients list of Beggin’ Strips revealed a mix of real bacon and various artificial additives, including artificial colors and preservatives. This combination led to concerns among pet owners about the health implications of such ingredients, especially as the humanization trend in pet care began to emphasize natural and wholesome products.
Decline and Discontinuation
As consumer preferences shifted towards natural and organic pet products in the 2000s, Beggin’ Strips faced declining sales. The backlash against artificial ingredients and the desire for cleaner labels made products like Beggin’ Strips less appealing to a more health-conscious pet owner demographic. In response, Purina began reformulating the product, removing artificial colors and flavors, and emphasizing real meat as the primary ingredient.
Despite these changes, the Beggin’ Strips brand struggled to regain its former prominence. The market had evolved, and new competitors offering cleaner, more natural pet treats gained traction, overshadowing Beggin’ Strips and leading to its reduced presence in the market.
Cultural Legacy
Beggin’ Strips left a lasting impact on pet food marketing, particularly in how brands approach pet humanization. The product's initial success demonstrated the potential of treating pets as family members and offering them indulgent treats. However, the subsequent backlash underscored the importance of transparency and health considerations in pet product marketing.
The iconic “It’s BACON!” commercial remains a nostalgic reference for many, symbolizing a time when pet treats were marketed with the same enthusiasm and creativity as human snacks. This legacy continues to influence pet food advertising, as brands strive to balance indulgence with health-conscious messaging.
Lessons Learned
Transparency is Crucial: Clear and honest labeling is essential to maintain consumer trust, especially as pet owners become more discerning about the products they purchase for their pets.
Adapt to Consumer Trends: Staying attuned to shifts in consumer preferences, such as the move towards natural ingredients, is vital for sustaining product relevance and sales.
Balance Indulgence with Health: While treating pets to indulgent snacks can be appealing, it's important to ensure that these products align with health-conscious trends and meet nutritional standards.
Conclusion
Beggin’ Strips may not hold the spotlight it once did, but its impact on pet marketing is undeniable. By proving that pet products could capture cultural attention in the same way as human snacks, it set the stage for the emotionally driven, lifestyle-oriented branding we see in the pet aisle today. Its rise and decline also serve as a reminder that consumer expectations don’t stand still—what delights one generation of pet parents may feel outdated to the next.
