Shop Talk Blog

May 12, 2014

Barley Labs' national commercial for 'not drunk' dogs debuts

Last fall, Barley Labs beat out nearly 15,000 businesses and nonprofits to become one of four contest finalists in Intuit's Small Business Big Game contest. Co-owners Theresa Chu and Scott Beaudry's contest prize package included a commercial, which debuted on Monday.

“They’re not drunk. They’re just happy dogs.”

That is the theme for the national commercial for Durham-based company Barley Labs, which makes all-natural dog treats.

The commercial starting airing Monday on Fox Sports 1 and Fox Sports 2. It will air through June 23.

Last fall, Barley Labs beat out nearly 15,000 businesses and nonprofits to become one of four contest finalists in Intuit’s Small Business Big Game contest.

GoldieBlox, an Oakland, Calif., company that makes construction toys for girls, won the grand prize, which included a commercial that aired during the third quarter of the Super Bowl in February.

Barley Labs co-owners Theresa Chu and Scott Beaudry’s contest prize package included $25,000 and a commercial and airtime on national television. They started having conference calls on their commercial more than a month ago and answering questions about their business and target audience, Chu said.

The commercial was produced by RPA, an independent advertising firm based in Santa Monica, Calif.

Chu said they gravitated toward a commercial that used actual videos of dogs doing silly things, such as chasing a leash around a tree and playing with a shadow.

The commercial’s tagline – “They’re not drunk. They’re just happy dogs.” – is a play on a common question the co-owners hear from new customers about the dog treats, which are made using Fullsteam brewery’s spent grains.

“Will it get our dog drunk?” Chu said people often ask. (It will not.)

Meanwhile, a distributor for Harris Teeter reached out to the company in February, Chu said. The company’s dog treats are now being sold in 25 Harris Teeters in and around the Triangle.

To celebrate dogs and the commercial’s launch Barley Labs announced an online video contest. The winner will receive Barley Labs All-natural Dog Treats for the life of their dog and $100 donated to the animal rescue organization of their choice.

To enter the contest, dog owners must upload a video of their dog doing something funny by midnight on May 26.

Check out the Barley Labs commercial here.

To learn more about the contest go here.

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