{
  "id": 9266796,
  "title": "Spot & Tango is making a $3.5M bet on brand marketing after years of spending $0",
  "url": "https://urgent.news/2026/09/23/spot-tango-is-making-a-3-5m-bet-on-brand-marketing-after-years-of",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-23T04:00:00.000Z",
  "source": {
    "name": "Modern Retail",
    "slug": "modern-retail",
    "url": "https://www.modernretail.co/marketing/spot-tango-is-making-a-3-5m-bet-on-brand-marketing-after-years-of-spending-0/"
  },
  "original_language": "en",
  "account": "New Yorkers will soon encounter unusually long cartoon dogs as part of Spot & Tango's marketing campaign, promoting the brand's fresh pet food and treats. The new ad campaign, \"Extend your dog’s life,\" features illustrations of elongated dogs across over 570 subway cars, accompanied by the tagline \"More nutrition. More dog.\"\n\nThis bold move comes after years of the DTC brand allocating virtually no funds to top-of-funnel marketing. However, this year, Spot & Tango is investing $3.5 million into these strategies, expanding its outreach through out-of-home ads, connected TV, and events.\n\nWhile the company has traditionally invested in bottom-of-funnel marketing on platforms like Meta, Google, and TikTok, this increased spending on top-of-funnel initiatives signals a broader shift in strategy. The brand aims to boost awareness as it prepares for its 10th anniversary in 2028 and seeks to launch more in-house labels to cater to the growing number of pet parents.",
  "summary": "This year, dog food brand Spot & Tango is funneling $3.5 million into top-of-funnel marketing, an effort that spans from out-of-home ads to connected TV to events. It's a notable shift from last year, when the brand spent effectively $0 on top-of-funnel marketing.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}