Creative Advertising

Bark Drops a New Love Song to Canines for the Pandemic Era

The brand returns to a hit formula for the 2022 anthem, 'Thank F#$% For Dogs'

Three women posing with their dogs — Adweek spoke to Stacie Grissom, Bark's director of content and communications, for a Q&A about finding humor amid anxiety and avoiding a sophomore slump.Bark

By T.L. Stanley

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Five years ago, a scrappy young canine-dedicated brand called Bark spent about $3,000 to make a music video starring a handful of its women employees and their four-legged BFFs.

“Dog Mom Rap” quickly went viral, logging more than 7 million views and 295,000 comments. The upbeat ode to pushing geriatric pugs in strollers and throwing ragers for dog birthdays initially dropped for Mother’s Day 2017 and, ever since, has become an unofficial holiday anthem for the pet-obsessed.

For

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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