With this new advertising campaign, the goal was to reposition Mug Root Beer as a premium soda by associating its flavor and branding with the allure of gold. The objective was to embrace a gold-mining theme in marketing to convey richness and exclusivity, creating a refreshed, high-quality image that sets it apart from competitors. This allowed for a slight rebrand in the classic logo, giving it a gold mining appeal to further be expanded in exclusive packaging that holds a QR code leading to our rewards-based mobile game. The game allows users to spend their rewards on limited merch. Further expansion of the campaign included billboards, a subway takeover, and a full-length commercial.