MUG Root Beer is embracing the absurdity of the brand's online superfans in a new campaign to kick off the New Year.
Inspired by the popularity of at-home DNA kits, as well as the heavily-memed concept of "having that dawg in you," MUG has launched the world's first-ever Dawg DNA Kit, which measures how much dawg someone has in them.
Each kit comes complete with:
- A can of MUG
- A "dog drool" dropper
- A test card that shows the results
- A real dog DNA kit ($90 value) for the fan's furry friend
Fans with the Dawg DNA Kit can find out their percentage by drinking the included root beer, getting a saliva sample, and dropping it onto the test kit to receive their results, which can range from 30% dawg to 110% dawg.
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To promote the DNA kit, MUG Root Beer also released a new mock-genealogy show episode titled "Genes with Gene."
In an exclusive quote with DesignRush, MUG Root Beer Senior Brand Marketing Manager Patrick Gamble spoke about how the brand's followers inspired them to adopt "GOT THAT DAWG IN YOU?" as the official slogan for the brand.
"This campaign celebrates the playful, meme-centric spirit of our fans by creating a hilarious and uniquely MUG Root Beer way for them to connect."
"Playing into internet culture, 'Genes with Gene' was our lighthearted look at what it means to be part of the MUG family and inviting fans to ‘prove’ their dawg status.”
Officially launching on January 10 on the brand's TikTok Shop, the first 200 fans to purchase two 10-packs of the recently released MUG Mini Cans will get an access code for a free Dawg DNA Kit.
Memes have become central to MUG's branding as of late, as the brand successfully keeps up with the latest trends.
This is a good example of a well-crafted brand voice that communicates with its target audience.
That Dawg
Helmed by VaynerMedia, the short 55-second film opens with a host, who asks a man what he hopes to discover about himself. The man enthusiastically responds that he'd love to learn about his ancestry.
In response, the host hands him a folder of papers that indicate the man has "that dawg" in him. Suddenly, someone in a MUG Dog mask bursts into the room, bringing a rowdy crowd of "dawgs" with him to get the party started.
A happy ending sees the man partying with his new family as the host expresses his satisfaction.
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MUG has seen huge success on social media as of late, due to keeping its finger on the pulse of internet memes.
Often utilizing absurd internet humor, the brand continues to make audiences laugh with its content.
Last August, A&W celebrated National Root Beer Float Day with a heavyweight campaign.
