Madeleine Hull
PepsiCo's Mug Root Beer, originally produced in 1940 under the name Belfast Root Beer, is an American brand of root beer that is still being produced today. The brand has undergone several redesigns, with the most recent one adding a 'growl' to its logo in the form of a bulldog. This was done to give the brand more personality and appeal to its target market of mid-teenage boys and their mothers. There is no indication that Pepsi has quit making Diet Mug Root Beer, and it continues to be a popular soft drink option.
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What You'll Learn
PepsiCo acquired the brand in 1986
PepsiCo acquired the Mug Root Beer brand in 1986, replacing its existing On-Tap Draft Style Root Beer. The drink was originally produced in 1940 under the name Belfast Root Beer by the Belfast Beverage Company in San Francisco, California. The company had been known for making sparkling water and ginger ale since 1877. In 1925, the company was purchased by the New Century Beverage Company, which had already successfully launched Crush Soda in 1918.
In 1936, the New Century Beverage Company was granted permission to franchise Pepsi-Cola products, and in 1940, they launched Belfast Root Beer. By 1986, Mug Root Beer's Bay Area operation had grown into one of Pepsi's largest bottling networks, with three facilities producing 1,200 cases of Pepsi per minute, making it the second-largest private Pepsi bottler in the United States.
After the acquisition, PepsiCo introduced a bulldog mascot named "Dog" clutching a foaming mug, giving Mug Root Beer a distinct visual anchor within PepsiCo's drink lineup. The company also created Mug Cream Soda and Diet Mug Cream Soda, but these variants saw only limited distribution. Today, while PepsiCo owns the brand, independent bottlers still produce Mug Root Beer through the New Century Beverage Company.
Pepsi's marketing team identified a mid-teenage boy as the target demographic for Mug Root Beer, with the product also needing to appeal to their mothers, who would be the ones purchasing it. The brand's design was updated to include a bulldog, giving the brand a bold personality that matched the rugged flavour of root beer.
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The target market is teen boys and their mothers
Pepsi's Mug Root Beer is an American brand of root beer that was first produced in 1940 under the name Belfast Root Beer. It is currently produced by the New Century Beverage Company of San Francisco, California, which PepsiCo acquired in 1986.
The target market for Mug Root Beer is teen boys and their mothers. The brand's marketing team aimed to appeal to older teens without alienating younger ones, as the younger teens aspire to be older. The previous design featured an illustration of a drink mug with foam running over the top, but it was deemed to have no personality. The new design includes a bulldog, giving the brand a bold attitude. The target market influenced the choice of dog breed, as a lovable bulldog like a house pet would not suit the rugged flavour of root beer. The redesigned label appeals to the target market of teen boys and their mothers, who are often the ones purchasing the product.
The new design was a collaborative effort between a trio of design firms and Pepsi's marketing team. Ron Udiskey, senior director of design, acknowledged the challenges of transferring the new graphics onto the labels and multipack printing. However, the colour issues were eventually resolved, and the new Mug Root Beer with its distinctive bulldog logo was successfully launched.
The Mug Root Beer brand has a strong focus on appealing to the senses. The rich foam, unique aroma, and ice-cold refreshment make it a perfect complement to desserts or meals. It is marketed as a delicious drink for all ages and is the second-largest carbonated soft drink flavour. The interactive dispensers further enhance the consumer experience and provide opportunities for business growth.
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The product is a delicious drink for all ages
Pepsi's Mug Root Beer is a delicious drink with a rich history that can be enjoyed by people of all ages. Originally produced in 1940 under the name Belfast Root Beer, the beverage has gone through various iterations to become the beloved drink it is today. With its unique aroma, rich foam, and ice-cold refreshment, Mug Root Beer is the perfect complement to any dessert or meal. Its distinct flavour and carbonated soft drink experience make it a popular choice for consumers.
The key to Mug Root Beer's appeal lies in its ability to cater to a diverse range of tastes and preferences. While Pepsi's marketing team identified mid-teenage boys as the primary target audience, they also recognised the importance of appealing to their mothers, who are often the decision-makers when it comes to purchasing soft drinks for the family. To strike a balance, the brand underwent a redesign, adding a bold and rugged bulldog to the label, giving the brand a distinct personality that resonates with both younger and older consumers.
The process of redesigning the label was a collaborative effort involving multiple design firms and Pepsi's marketing team. Ron Udiskey, senior director of design, acknowledged that the previous design lacked personality. The inclusion of the bulldog on the label brought a much-needed edge to the brand, reflecting the rugged flavour of root beer. This strategic move ensured that Mug Root Beer maintained its appeal across different age groups, from younger teens aspiring to be older to their mothers who appreciate a bold and unique personality.
The carbonated soft drink market is highly competitive, and Mug Root Beer has successfully carved out a niche for itself. As the second largest carbonated soft drink flavour, root beer is a popular choice for consumers seeking a unique and refreshing beverage experience. The interactive opportunities provided by innovative dispensers further enhance the brand's appeal, making it a favourite among individuals of all ages. Whether enjoyed on its own or paired with a meal or dessert, Mug Root Beer offers a delightful sensory experience that keeps consumers coming back for more.
Mug Root Beer's versatility and universal appeal make it a drink of choice for individuals of all ages. Its rich history, dating back to 1940, showcases the brand's longevity and enduring popularity. Whether you're a teenager or an adult, Mug Root Beer provides a delightful escape from the ordinary, offering a refreshing and memorable drinking experience that satisfies the senses and leaves a lasting impression. So, whether you're reaching for it in the grocery store or ordering it online, Mug Root Beer is a delightful drink that is here to stay.
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The logo was redesigned to add a 'growl'
Pepsi's Mug Root Beer is an American brand of root beer that was originally produced in 1940 under the name Belfast Root Beer. The company that created it was acquired by PepsiCo in 1986. The logo for Mug Root Beer was redesigned to include a bulldog, adding a "growl" to the logo. This redesign was the result of a collaboration between a trio of design firms and Pepsi's marketing team. The target audience for the drink was identified as mid-teenage boys, although the product also had to appeal to their mothers, who are often the ones purchasing it.
The previous design of the Mug Root Beer logo featured an illustration of a drink mug with foam running over the top. The senior director of design for Pepsi, Ron Udiskey, explained that the goal of the redesign was to give the brand more personality. The new logo features a bulldog, which was chosen for its bold attitude. Rita Stockett, the Mug marketing manager, explained that the bulldog brings a ruggedness to the brand that reflects the flavour of root beer.
Culver Design was responsible for creating the face of the bulldog, and Character LLC helped develop a story behind the dog that appears on the Mug Root Beer website. The new design presented some challenges in terms of can graphics and printing. Udiskey recalled that the production speeds caused issues with holding tolerances, requiring them to go back and make adjustments to the design. However, these issues were eventually resolved, and the new Mug Root Beer cans with the growling bulldog logo made their way to store shelves.
The addition of the bulldog to the Mug Root Beer logo was a significant change that helped give the brand a distinct personality and better appeal to its target audience. By targeting older teens without alienating younger ones, Pepsi was able to create a bold and rugged image for its root beer brand while still maintaining the product's broad appeal. The redesign process involved collaboration between multiple design firms and careful consideration of the brand's image and target market.
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The drink was originally called Belfast Root Beer
The drink that is now known as Mug Root Beer has a long history, with its origins dating back to the 19th century. The drink was originally called Dr. Swett's when it was introduced in 1885 by the Belfast Beverage Company of San Francisco, California. Over time, the name evolved, and by 1947, it had become known as Belfast Root Beer. This precursor to the modern Mug Root Beer was produced by the Belfast Beverage Company, which, interestingly, harkens back to the Gold Rush era.
In 1955, the name was changed again, this time to Belfast Old Fashioned Mug Root Beer, and the product underwent a series of rebranding exercises. Eventually, the name was shortened to Old Fashioned Mug Root Beer and then simply Mug Root Beer. The drink was acquired by the Pepsi-Cola Company in 1986, and it became one of their flagship products.
Pepsi recognised that the target market for Mug Root Beer was mid-teenage boys, although the product also had to appeal to their mothers, who were often the ones purchasing the soft drink. To cater to this demographic, Pepsi collaborated with design firms to create a new label featuring a bulldog, giving the brand a much-needed personality. The bulldog was designed to be bold and rugged, reflecting the flavour of root beer, and it successfully helped the product stand out on grocery shelves.
Today, Mug Root Beer is a well-known and beloved drink, enjoyed by people of all ages, and is a subsidiary of PepsiCo, showcasing the long-lasting legacy of the drink that began as Belfast Root Beer.
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Frequently asked questions
No, Pepsi has not quit making Diet Mug Root Beer. Pepsi-Cola relaunched its Mug-brand root beer with a new label designed to appeal to both teen boys and their mothers.
Mug Root Beer is an American brand of root beer that was originally produced in 1940 under the name Belfast Root Beer. It is now produced by the New Century Beverage Company of San Francisco, California, which was acquired by PepsiCo in 1986.
Pepsi's marketing people identified a mid-teenaged boy as the target for Mug Root Beer, even though it also needs to appeal to their mothers, who are the ones buying the product.
Everything about Mug Root Beer appeals to the senses: the rich foam, the unique aroma, and the feeling of ice-cold refreshment, making it the perfect complement to a dessert or a meal.
