Mug Root Beer Campaign Uses Parody Track to Tout New Flavor
PepsiCo's Mug root beer introduced its Floats Vanilla Howler flavor in a campaign that calls out to the brand's Gen Z fans, inviting them to make its first limited-time flavor a part of their summer celebrations.
Mug teamed up with hip-hop artist and songwriter Yung Gravy to debut "Float Float Baby," a parody track and music video remixing the iconic 1990s hit "Ice Ice Baby," engaging consumers with a dirty soda-inspired twist on the nostalgic root beer float. (See video below.)
The campaign is encouraging consumers to "Treat That Dawg In You" and make sure they have plenty of product stocked for their next pool party. The company is offering a poolside float bundle — featuring a branded inner tube floatie, inflatable beach ball with the face of Mug mascot Dog, along with a 12-pack of Mug Floats Vanilla Howler — that sells for $16 and is available exclusively through the brand's TikTok Shop while supplies last.
Mug Floats Vanilla Howler hit stores nationwide on June 14. The flavor will be available throughout the summer in both original and zero sugar in 12-ounce can multipacks and 20-ounce single-serve bottles.
"For Mug's first-ever limited-edition flavor, we knew we had to have some fun with it," Michael Smith, Mug Root Beer's vice president of marketing, said in a news release. "Mug Floats Vanilla Howler takes the classic root beer float and makes it bigger, bolder and a little more unexpected — and Yung Gravy was the perfect partner to help us turn that same energy into a one-of-a-kind summer anthem."
The brand's social media efforts on TikTok and Instagram are helping fans keep up with the latest updates and antics from Dog throughout the promotion period.
