- Mug Root Beer isn’t afraid to call its super-fans dogs. In fact, the brand is celebrating them, releasing a set of limited-edition DNA kits to show consumers how much “dawg” they have in them.
- The promo is inspired by the brand’s mascot, Dog, and the super-fans themselves, who demonstrate their personalities through fierce loyalty, according to the brand’s press materials.
- The limited-edition kits, which will be available through the brand’s TikTok Shop beginning on Friday, January 10, will evaluate people’s “Dawg” DNA after they take a swig of Mug Root Beer, with results ranging from 30% dawg to 110% dawg.
Coming off a year that saw its dollar sales increase by 34% – three times faster than the category’s growth in 2024 – Mug Root Beer is jumping on the trend of people wanting to explore their roots (or, in this case, their root beer).
The brand is promoting the kits with a short video mocking the popular genealogy shows that appear on television and streaming services. In the show, “Genes with Gene,” a host asks a participant what he hopes to find out more about where he came from. The host then reveals that the participant has “that dawg in [him]” and brings out his “relatives,” featuring a person wearing a bulldog head, followed by others who are ready to bring the party with them. “There’s your family,” the host proudly proclaims as the participant happily joins them.
The Dawg DNA Kits are a cheeky promo tied to the brand’s recently launched mini cans; the first 200 consumers to purchase two 10-packs of the 7.5-ounce cans will unlock an access code to redeem a free Dawg DNA Kit, which includes a can of Mug Root Beer, a “dog drool” dropper to collect a Mug-enhanced sample, a test card that will reveal the results and a real dog DNA kit (valued at $90) that will show how their dawg status stacks up to their furry best friend.
“Our followers inspired us to adopt the phrase ‘Got That Dawg In You?’ as the official slogan of MUG Root Beer, and they’ve been hounding our mascot, Dog, for dawg approval since. Now it’s our turn to uncover who the real dawgs are and welcome them into Dog’s pack,” said Patrick Gamble, senior brand marketing manager at MUG Root Beer, in a release. “The MUG Root Beer Dawg DNA Kit finally gives fans proof of their dawg status and the opportunity to own it with pride.”
