mug // dawg dna kit

We took the unfiltered chaos that we’ve built on MUG Root Beer’s social platforms, and turned it into over a billion impressions and 40 million social views for MUG’s first big campaign: the Dawg DNA Kit.

PRESS: AdAge, Men’s Journal, Mktg Dive, Bleeding Cool

gene’s with gene

DNA tests are almost always used to get to know oneself better. Our Dawg DNA Kit would be no different, so we created a parody genealogy show that explored what it felt like to find out you’ve got That Dawg in you as the launching point for our campaign.

the dawg dna kit

After an initial order for 40 Dawg DNA kits, our parody video performed so well that the brand team order an additional 150. And we sold out within 4 hours on launch day.

unhinged social

One of Mug Root Beer’s calling cards is how absolutely absurd their social presence is. We knew that Mug’s first larger campaign could be no different.