CHICAGO, IL – BADCO, the irreverently named brand that's been quietly revolutionizing how America shops for dogs over 100 pounds, is stepping into the national spotlight with a major television campaign featuring entertainment legend Howie Mandel, proving that serious quality doesn't require a serious attitude.
The company's origin story reads like a comedy sketch that became a business plan. When Apryll Groelinger decided she wanted a Neapolitan Mastiff, her neat-freak, germaphobe husband Drew had reservations about bringing a 200-pound drool factory into their home. But after watching his wife deadlift 200 pounds at CrossFit, Drew knew resistance was futile. Her declaration – "we are getting a dog!" – didn't just bring Dino into their lives; it launched an entire business dedicated to solving the problems that Dino's presence immediately revealed.
"Living with Dino was like having a small bear who thought he was a lap dog," recalls Drew Groelinger, co-founder of BADCO. "Every single product we bought either broke within weeks or was comically inadequate. When treat packages recommend '10 treats daily for dogs up to 80 pounds,' and your dog weighs 200 pounds, you realize the entire industry is pretending giant breeds don't exist."
This realization led Drew to partner with his long-time friend and business associate Jason Friedman to address what they identified as a "blue ocean of opportunity" – a massive, underserved market of giant breed owners who were tired of paying premium prices for products that couldn't handle their dogs' size, strength, or slobber output. Together, they created BADCO, a brand that would combine military-grade durability with accessible pricing and a healthy dose of humor that acknowledges the beautiful absurdity of sharing your life with a dog the size of a small pony.
The upcoming Howie Mandel campaign, set to launch across national television networks, streaming platforms, Times Square billboards, and Mandel's own media channels, represents a watershed moment for the brand. After operating as "one of the best kept secrets" in the pet industry for the past two years, BADCO is ready to bring its message to the millions of Americans who share their homes with gentle giants.
The campaign will specifically target the brand's core demographic through strategic placement on networks including HGTV, Animal Planet, Food Network, Comedy Central, and Bravo, as well as streaming services like Amazon Prime Video, Hulu, and Peacock. This media strategy reflects deep understanding of their customer base – primarily women aged 35-54 with household incomes exceeding $150,000, who value quality, appreciate humor, and view their dogs as full family members deserving the best life has to offer.
Central to BADCO's appeal is their flagship product line, which reads like a checklist of solutions to giant breed ownership challenges. The BADCO Gigantic Bed™ has become legendary among customers for being the first dog bed that doesn't deflate like a punctured tire after a month of use. Built with industrial-strength fabric, reinforced seams that could hold a sumo wrestler, and memory foam that maintains its shape under extreme weight, it's become so popular that many customers report their human family members fighting the dog for space on it.
The BADCO Drool Rag™, meanwhile, has achieved cult status among owners of breeds like Mastiffs, Saint Bernards, and Newfoundlands. This isn't just a towel; it's a professionally engineered slobber management system complete with hand pockets for maximum efficiency. As one customer noted, "It's the difference between constantly doing laundry and actually enjoying your dog."
But BADCO's impact extends far beyond individual products. They've created an entire ecosystem for giant breed owners, from tactical collars and leashes rated for extreme weights to bowls designed for dogs whose heads are larger than dinner plates. Every item is "tested by tanks and loved by legends," a quality assurance process that involves real dogs in real homes, ensuring that products work in practice, not just in theory.
The brand's success is also rooted in its authentic community building. The "BADCO Family" isn't just a customer base; it's a tribe of people who understand that owning a giant dog means accepting certain realities. Your furniture will never be truly yours again. Drool will become a permanent part of your décor. You'll answer the same questions ("What kind of dog is that?" "How much does he eat?" "Can I pet him?") approximately 47 times per walk. And you wouldn't change a thing.
This community focus is exemplified by their AmbASSador program, which dedicates 10% of qualifying revenues to animal rescues and charities. For customers who typically support animal welfare causes and seek brands with genuine purpose, this initiative demonstrates that BADCO understands their values extend beyond their own pets to the broader animal community.
The brand's irreverent messaging – "BADCO is a state of mind" – has attracted a surprisingly diverse coalition of customers. From attorneys and entrepreneurs to truck drivers and stay-at-home parents, BADCO customers span all walks of life but share common traits: they're visual buyers who appreciate quality and style, they enjoy outdoor activities often accompanied by their dogs, they're loyal to brands that "get them," and they have a sense of humor about the magnificent chaos that comes with giant breed ownership.
Market positioning data reveals that BADCO has successfully carved out a unique niche between premium brands like Big Barker that often price out average consumers and generic big box retailers whose products can't withstand giant breed demands. By offering what they call "comfort, durability, and fun – all in one place, and at an affordable price," they've eliminated the traditional "big dog tax" that has long plagued giant breed owners.
The company's growth trajectory, particularly impressive given they've only been actively marketing for 18 months, demonstrates the pent-up demand for their approach. With strong customer bases in Los Angeles, New York, Houston, Myrtle Beach, Chicago, San Antonio, and Phoenix, BADCO has proven that giant breed owners across America are ready for products that match their dogs' size and their own personalities.
"We're not trying to be everything to everyone," explains Groelinger. "We're specifically for people who've surrendered their space, wear drool like a badge, and wouldn't trade their 150-pound shadow for anything. These dogs bring incredible joy along with unique challenges, and we're here to make the challenges manageable and the joy even greater."
The Howie Mandel campaign marks not just a marketing milestone but a cultural moment for giant breed owners who have long felt overlooked by the mainstream pet industry. It's a declaration that big dogs and their humans deserve products that work, last, and acknowledge the hilarious, messy, wonderful reality of life with a gentle giant.
As BADCO continues expanding their product line and reaching new customers, they remain committed to their founding principle: making life with big dogs better, funnier, and more loved. Because at the end of the day, when your dog weighs more than most humans, you need gear that's as bold and uncompromising as the dog itself.
For more information about BADCO and to join the BADCO Family, visit BADCO now.
Media Contact
Company Name: BADCO
Contact Person: Drew Groelinger
Email: Send Email
Country: United States
Website: https://www.bigassdog.co
