Let’s be real—root beer doesn’t usually scream “trendsetter.” But Mug Root Beer has managed to turn itself into a pop culture phenomenon, leaning into internet humor and its quirky bulldog mascot in a way that feels fresh, fun, and totally unexpected. Their latest campaign, the “Dawg DNA Kit,” isn’t just a marketing gimmick—it’s a masterclass in understanding and engaging with digital audiences.
Let’s unpack how this campaign is paying off, why it works so well, and what other brands and entrepreneurs can learn from it.
Leaning into niche humor
Mug Root Beer’s recent success comes from tapping into a simple but wildly popular phrase: “Got that dawg in you?” If you’ve been anywhere near TikTok or meme culture, you know it’s all about celebrating someone’s inner drive or unrelenting energy. By combining this phrase with their iconic bulldog mascot, Mug took a phrase from internet culture and made it their own.
But here’s the genius part—they didn’t stop at memes or posts. They created an actual DNA test kit that fans could buy through TikTok Shop to see if they really “got that dawg in them.” It’s playful, it’s weird, and it’s exactly the kind of thing that resonates with TikTok’s Gen Z audience.
Making the campaign interactive
What sets this campaign apart is how interactive it is. The Dawg DNA Kit comes with a can of Mug Root Beer, a “dog drool” dropper, a test card, and even a real canine DNA testing kit so pet owners can compare their results with their dog’s. The humor is baked into every part of the product, but it’s also designed to involve fans directly.
By turning the concept into a physical, shareable product, Mug doesn’t just entertain—it creates an experience. Fans aren’t just watching funny ads; they’re participating in the joke and sharing their results with friends, which keeps the campaign going long after the initial launch.
Using TikTok as a marketing powerhouse
TikTok is where this campaign really shines. Mug didn’t just sell the kits—they paired the launch with a mock genealogy show called “Genes with Gene.” It’s a parody of those ancestry programs, complete with a “reveal” of how much dawg someone has in them, all while promoting the product.
And let’s not forget TikTok Shop. Mug tied the campaign to an exclusive offer: the first 200 customers to buy their mini-can packs got the DNA kit for free. This kind of seamless integration between content and commerce is what makes TikTok so effective for campaigns like this. Fans can laugh at the content one minute and make a purchase the next, all without leaving the app.
Why this campaign works
The “Dawg DNA Kit” campaign succeeds because it hits all the right notes:
- It’s funny and relatable: Mug leans into humor that its audience already loves, rather than trying to create something completely new.
- It’s interactive: By involving fans directly, Mug transforms passive viewers into active participants.
- It bridges entertainment and commerce: TikTok makes it easy to connect the fun of the campaign with actual sales, turning laughs into revenue.
What other brands can learn
1. Embrace your quirks
Mug Root Beer is a soft drink with a bulldog mascot—not exactly groundbreaking stuff. But by leaning into their quirks, they turned something ordinary into a viral moment. If your brand has something unique, no matter how small, find a way to amplify it.
2. Meet your audience where they are
TikTok isn’t just for dancing videos—it’s where today’s younger audiences go to shop, laugh, and connect. Mug’s campaign works because it uses the language, humor, and platforms its audience loves.
3. Make it fun
Your marketing strategy doesn’t always have to be serious. In fact, it often works better when it’s not. By keeping things light and playful, Mug built a campaign that people actually want to engage with.
4. Connect entertainment to action
Mug’s TikTok Shop strategy shows the importance of giving audiences a clear next step. Once fans are entertained, they need an easy way to interact with your brand—whether that’s through a purchase, a sweepstakes, or another fun activity.
Why Mug’s campaign matters
The “Dawg DNA Kit” is more than just a clever idea; it’s proof that embracing internet culture can do more than generate buzz—it can drive real business results. Mug Root Beer saw a 34% sales increase in 2024, outpacing the entire root beer category. That kind of growth doesn’t happen by accident.
For other brands, the takeaway is simple: you don’t have to be the biggest or the trendiest to make an impact. You just have to understand your audience, embrace what makes you unique, and have a little fun along the way.
Because as Mug has shown us, sometimes the best way to win in marketing is to have a little dawg in you.
FAQs
1. How does one effectively use interactive marketing to engage his audience?
Brands can build more recall value and shareability of their campaigns and have better engagement by creating interactive experiences like games, challenges, or quizzes.
2. Why is it so important for digital marketing to capitalize on online culture?
By keeping up with trends and memes on the internet, brands can create relevant, organic-feeling content that resonates with their audience and helps to spur engagement.
3. What’s the benefit of using platform-specific strategies?
Tailoring campaigns to platforms where your audience is most active ensures your message reaches the right people effectively, increasing engagement and ROI.