On October 17, stinky breath was laid to rest in the East Village. We dug the graves, set the headstones, and invited every dog at the Tompkins Square Halloween Dog Parade to come pay their respects (and maybe strike a pose while they were at it).
Why would a pet care brand from Coeur d’Alene, Idaho, hold a funeral for bad breath on 6th Street? Three reasons. This parade is the most joyful day on the dog-lover calendar. It exists to do real good for dogs who need it. And New Yorkers give their dogs the best of everything, so we came bearing one more thing to add to the list. We wanted in on all three.
Reason #1: It’s the happiest day of the year to be a dog
We make pet care with personality, so a parade where New Yorkers dress their dogs as tacos, lions and baked potatoes is basically our natural habitat. The Tompkins Square Halloween Dog Parade started as a grassroots gathering in Manhattan’s first dog run and, 36 years later, is widely celebrated as the biggest Halloween dog party in the world. We weren’t about to miss it.
So we brought the perfect backdrop for our annual Howl-O-Ween Costume Contest: a graveyard where stinky breath could finally rest in peace. It became the spot on the block to stop, pose and show off a costume. Dogs of all sizes (and plenty of kids) brought their absolute A-game, and the contest was a huge hit.
Even the press got in on it. Emmy Favilla from Forbes Vetted swung by with her pup Gizmo (pictured), dressed as a baked potato, to pose among the tombstones. Fully loaded, naturally.
And the parade’s special surprise guests? John Legend and Chrissy Teigen, who joined the fun on Treat Street with Kismet, the dog food and lifestyle brand they launched in 2024. Proof that even the biggest stars can’t resist a dog in a costume.
Reason #2: It does real good for dogs who need it
Under all the tutus and capes, this parade has a big heart. It’s organized by New York Dog Parade, a nonprofit founded by author and canine columnist Fern Watt. Its whole mission is bringing people together through dogs, and keeping the parade free for anyone who wants to come cheer.
It also puts a spotlight on the dogs still waiting for their people. October is Adopt a Shelter Dog Month, and this year New York Dog Parade partnered with the ASPCA and Animal Care Centers of NYC to highlight adoptable pups and celebrate the rescue dogs marching in the parade. With city shelters often running at or near capacity, that matters.
Oxyfresh is proud to be one of the brands that helps fuel the parade. One of our core promises is to make a difference for pets, and backing a community event that gets shelter dogs noticed is about as on-brand as it gets. If you’ve been thinking about adding a dog to your family, start with a shelter. We’ll handle the breath.
Reason #3: New Yorkers give their dogs the best of everything
This is a city that will happily carry its dogs up five flights of stairs. The best food, the best walkers, the best Halloween costumes on the planet: nothing is too good for these pups. Fresh breath belongs on that list too.
The tombstone said what plenty of people were already thinking. Visitors pointed at “R.I.P. Stinky Breath” and told us they’d been looking for something that actually works. Music to our ears.
So we asked one question: “Does your dog let you brush their teeth?”
“They fight me on it.” For pet parents who struggle with brushing, we handed out samples of our new Advanced Pet Dental Powder. It's a meal topper that helps freshen breath, clean teeth and support gut health, no wrestling required. A few things people loved hearing:
• It works for cats, too. Lots of New Yorkers had a cat at home, or only cats, and they lit up at that one.
• No algae, seaweed or kelp. A big deal for parents of picky eaters and pups with sensitive stomachs.
• It’s easy. Pets love the taste, and a scoop on wet or dry food slips right into mealtime. No extra steps, no new routine to remember. Just fresher breath, one bowl at a time.
For the proud tooth brushers in the group, we had samples of our mess-free pet toothpaste ready to go, so they could see just how enjoyable brushing can be. It’s fast acting, helps break down plaque and tartar, and soothes gums while it freshens breath. And because it’s odorless and tasteless, there’s nothing weird for their dog to object to.
Rest in peace, stinky breath
Thank you to the New York Dog Parade team for keeping this beautiful, ridiculous tradition alive, to our partners at Good Apple PR (pictured), and to every dog who posed in our graveyard and every human who told us the honest truth about their pup’s breath.
Missed the parade? You can give stinky breath a proper send-off at home:
• NEW Advanced Pet Dental Powder: one daily scoop on food freshens breath, helps keep teeth clean and supports healthy digestion. The easiest upgrade to mealtime for cats and dogs alike.
• Mess-Free Pet Toothpaste: made for proud brushers who want cleaner teeth and fresher breath in every session. No weird taste or smell means your pup actually looks forward to brushing time.
• Premium Dental Water Additive: our best seller with 40k+ reviews. Just add it to the water bowl for fresh breath and a cleaner-feeling smile with every sip.
Find them all at oxyfresh.com or on Amazon, and keep an eye on our socials for the Howl-O-Ween Costume Contest winners.
See you next October, New York. Bring the dogs. Leave the dog breath.
