"PepsiCo's Mug Root Beer brand is targeting Gen Z holiday shoppers with a limited-edition cologne launching on social media, per information shared by the company. Daddy's Home by Mug Root Beer cologne is being unveiled on social media today, Dec. 3, and will be available the week of Dec. 8 as part of a $15 bundle that includes a 10-pack of mini cans and can only be purchased on TikTok Shop."
"Mug's campaign is the latest example of how Gen Z is influencing holiday marketing strategies, with a big focus on social media and influencers. Mug is also capitalizing on Gen Z's obsession with scent. In fact, 38% of household fragrance purchases are driven by Gen Z, per Circana data cited in press materials. Daddy's Home by Mug Root Beer cologne has notes of cedar, sandalwood and - in a nod to the soft drink's flavor - vanilla and caramel."
Mug Root Beer launched a limited-edition cologne called Daddy's Home aimed at Gen Z holiday shoppers, unveiled on Dec. 3 and sold the week of Dec. 8. The product is available exclusively on TikTok Shop as a $15 bundle that includes a 10-pack of mini cans. The campaign features a social video that spoofs mainstream cologne ads with slow-motion shots, serious gazes and "over-the-top symbolism," plus a TikTok Live and influencer content. The fragrance blends cedar, sandalwood, vanilla and caramel. Gen Z drives 38% of household fragrance purchases, and Mug's social activations and mascot-led content have contributed to rising sales. TikTok is providing incentives to retailers to promote Shop usage.
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