In a recent feature by Marketing Dive, VaynerMedia was spotlighted for its pivotal role transforming PepsiCo’s Mug Root Beer into a viral sensation. The article highlights the launch of “Daddy’s Home,” a limited-edition root beer-scented cologne designed to capture the attention of Gen Z holiday shoppers using TikTok Shop.
During a presentation at Advertising Week, VaynerMedia and PepsiCo executives revealed that Mug is now the fastest-growing brand in the root beer category—a success attributed in part to their social-first creative strategy. By leaning into the brand’s bulldog mascot and unhinged digital community, the partnership has successfully converted internet memes into measurable sales growth.
The “Daddy’s Home” campaign utilizes a satirical social video that spoofs high-fashion fragrance ads. Available exclusively as a TikTok Shop bundle, the campaign demonstrates VaynerMedia’s expertise in navigating modern e-commerce and influencer landscapes. This work serves as a prime example of how VaynerMedia helps legacy brands unlock cultural relevance and dominant market share by speaking the native language of social media.