MUG Bets on Dog Lovers and Power of Brand Activations in New Campaign

Quick listen: How MUG made an adoption campaign both playful and profitable — in under 2 minutes.

MUG Root Beer is going all in for the underdog with its return to the World’s Ugliest Dog Contest.

The soda brand is back at the annual Sonoma-Marin Agricultural Association event with its mascot "Dog" in tow and a record-breaking 10 contestants competing for the title.

For the first time, MUG will swap out its familiar mascot on select cans and merchandise for the winner’s face, giving one dog a moment in the spotlight and a place in brand history.

“At MUG, we’ve always rooted for the underdog — literally,” said Michael Smith, VP at MUG Root Beer.

"As a dog-backed brand, we’re proud to show up for canines in need, just like our mascot, Dog, would want."

Additionally, the winner’s limited-edition merch bundle includes t-shirts, a dog toy, and a custom can design.

It will all be available for pre-order on the MUG TikTok Shop starting August 11.

To up the ante, the brand will also make a one-time donation to the Dogwood Animal Rescue Project in Santa Rosa, California.

This reinforces its wider brand marketing strategy to link products with community-driven causes.

Petunia, a two-year-old French bulldog mix, won the contest over the weekend as it went head-to-head against dozens of pups.

The MUG mascot personally crowned the champion at the red carpet event, with social media updates rolling out before and after the winner’s reveal.

Prizes were awarded to the owners of the top three contestants, with $5,000 going to Petunia, $3,000 to the runner-up, and $2,000 to third.

More Than Just a Crown

The contest celebrates adoption and the individuality of dogs, with many past winners coming from shelters or rescue backgrounds.

This year’s expanded field of contestants is a show of the contest's growing popularity and impact.

Beyond the canine cameos, the campaign includes exclusive social media content on MUG’s TikTok and Instagram accounts.

The custom packaging design, timed to release just after the winner’s announcement, aims to captivate Mug fans and dog-lovers alike and encourage pre-orders nationwide.

With a charitable cause and a lighthearted competition, MUG continues to build a distinct identity that sets it apart in the beverage category.

The limited-edition products have surpassed being just souvenirs and have become conversation starters that bring the contest’s message into homes and onto store shelves.

Our Take: Can Fun Be Good Business?

MUG is doing something bold by entering these cultural spaces.

Too many cause-related campaigns lean heavily on sentiment, but this one works because it’s built around a shareable, feel-good moment that’s easy for fans to engage with.

After all, who doesn't love an ugly dog? 

In putting the winner’s face on a can, MUG creates an instant collector’s item that also broadcasts the adoption message far beyond the event.

If anything, the lesson here is that “doing good” can work best when it’s also fun.

I’d bet that more brands could benefit from making their social causes something people want to talk and laugh about.

Recently, PEPSI Max launched a creator-first campaign to refresh its brand messaging.