• by Sarah Mahoney , July 21, 2025

Business is going to the dogs at Bark, and the company hopes repositioning itself with a new brand campaign — “Co-Owned by Dogs” — will boost sales and deepen loyalty.

In addition to new creative from Tombras, the effort includes a novel social media element: a high-profile job posting on LinkedIn. Bark is seeking a Chairdog — “someone who’s not afraid to roll over corporate expectations and shake paws with the future.” The role comes with a $50,000 salary, the chance to advise the New York-based company’s executive team, and the opportunity to select a charity to receive a $50,000 donation.

“This idea has been percolating for a while,” says Paul Banker, vice president of marketing at the (obviously) dog products company. “We see it as an extension of what Bark has always done, by putting dogs first.” Whether it’s the company’s BarkBox subscription plan, its toys, treats, food, or — more recently — Bark Air, “we’re trying to cater to what dogs really want,” he says. “With this new brand promise, we’re trying to show how dogs can participate in ways that aren’t a gimmick, but shows a true intention to get closer to dogs. We want to let dogs make more decisions here.”

The job posting generated more than 1,000 applications on its first day, with thousands more arriving in the following week. (And yes, remote candidates will be considered.) Product launches — and the likely Chairdog hire — are expected to be announced on National Dog Day, Aug. 26.

The campaign also includes video and social media. In New York, Bark has been handing out Chairdog applications on the street, supported by billboards, wild postings, and LinkNYC placements teasing the new platform. A larger consumer event is planned for the fall.

The launch comes amid challenging times for Bark, which recently reported a 5% decline in fourth-quarter sales to $115.4 million. The New York Stock Exchange also issued a notice of noncompliance, as Bark’s stock price fell below $1 a share over a 30-day trading period.

Banker acknowledges that broader economic pressures are also at play. “We’re seeing softness in certain product categories,” he says. “And consumers are cutting back on discretionary spending.”

Still, he says, the new positioning helps communicate that Bark’s products are anything but optional. “We see this brand promise as a way to connect closer to the dog parent and show them that we are tailoring experiences that won’t be seen as discretionary.”

He adds that the biggest creative challenge was figuring out how to break through on social media, already saturated with excellent dog content. “That’s why we landed on the ‘Co-Owned’ campaign,” Banker says. It’s not just another charismatic corgi or almost-human doodle — it’s a behind-the-scenes slice of canine-corporate America. “We have a dog park in the office, and we’re definitely a dog-friendly workplace,” he tells Marketing Daily. “This campaign offers a way to bring them into our world.”