Yung Gravy Gives MUG Root Beer a '90s Vanilla Ice Remix

MUG Root Beer found a musical collaborator so you could feel like you're back in the '90s.

The PepsiCo brand partnered with multi-platinum hip-hop artist and songwriter Yung Gravy on a parody track of Vanilla Ice's "Ice Ice Baby."

"Float Float Baby" hypes up the nationwide launch of MUG Root Beer Floats Vanilla Howler, which counts as the brand's first-ever limited-edition flavor.

The offering hit U.S. stores on June 14, combining MUG Root Beer's classic bold taste with a creamy, dirty-soda-inspired finish.

"For MUG's first-ever limited-edition flavor, we knew we had to have some fun with it," said Michael Smith, VP of Marketing at MUG Root Beer.

"Yung Gravy was the perfect partner to help us turn that same energy into a one-of-a-kind summer anthem."

The artist, who built his following on nostalgia-soaked production and a tongue-in-cheek persona, slots easily into a campaign with a '90s hip-hop reference.

This makes the move a textbook case of aligning brand identity with a creative partner whose energy naturally matches the product.

"I say the freshest way to celebrate the release of the new MUG Floats Vanilla Howler is to put a Gravy-spin on a '90s classic," Yung Gravy said.

"Just in time to 'Float Float Baby' with the whole fam, all summer long."

The MUG Root Beer Floats Vanilla Howler comes in Original and Zero Sugar varieties, in both 12-oz can multipacks and 20-oz single-serve bottles.

Dog, Floaties, and a TikTok Drop

The music video follows MUG mascot Dog and Yung Gravy as they're "called to fetch floats."

So, they pull up to a dead pool party in need of some flavor and energy. 

"Grab a mug and listen. DOG is off the leash for the summer edition," Gravy raps, as the party starts to lighten up. 

After a montage of kooky greenscreen edits and party sequences, the spot ends with a call to action: "Treat that DAWG in you."

Apart from the video, MUG built several products and bundles to push the Vanilla Howler, including:

• A limited-edition poolside float bundle featuring a "Float Float Baby" inner tube floatie
• An inflatable beach ball with DOG's face
• A 12-pack of MUG Floats Vanilla Howler in Regular or Zero Sugar

The sodas will be available exclusively through the @mugrootbeer TikTok Shop while supplies last.

Nostalgia as a Brand Strategy

"Ice Ice Baby" is one of the most parodied songs in pop culture, and this is exactly why "Float Float Baby" works.

The song is famous enough that people get the reference right away, and light enough that the gag doesn't wear out.

MUG's approach here mirrors how Chili's recently revived its Baby Back Ribs jingle with Lizzo.

In both instances, the brands tether a nostalgic cultural reference to a concrete product story and a reason to act now.

Here are some takeaways for marketers watching this campaign:

• Nostalgia needs a new reason. It's the limited-edition flavor and physical bundle that give the campaign commercial legs. 
• Platform-native commerce closes the loop. Routing the bundle through TikTok Shop puts purchase intent exactly where the product gets discovered. 
• Utilize your branded characters. Mascots like Dog build further attachment among new and old consumers. 

Nostalgia marketing only pays off when the reference reaches people who hold the memory, and MUG is selling to the adults the kids who grew up on "Ice Ice Baby."

Our Take: Is the Flavor or the Remix Selling This?

Vanilla Howler taps into the dirty soda craze blowing up on TikTok. The flavor itself is already a trend people want to try.

So, we still think that it's the limited-run flavor that will sell this.

People can only grab Vanilla Howler for a few weeks, so the song gives them a reason to look, and the deadline gives them a reason to buy.

Yung Gravy is a great hook. He's just not the reason your cart fills up.

If you're running a nostalgia bit, we suggest making people laugh, then putting a clock on it.

Creative partnerships that use music to sell products work best when the artist's identity and the brand's story share the same cultural ground.

These top agencies help companies apply timeless storytelling with modern experiences.