• by Danielle Oster , June 17, 2024

Brands typically seek to associate themselves with beauty -- from partnerships with actors, models and influencers whose looks have been softened by professional makeup teams, perfect lighting, and Instagram filters to Budweiser’s majestic Clydesdales.

But sometimes it pays to be ugly, too -- at least for dogs. Mug Root Beer will be making the “World’s Ugliest Dog” the next face of its brand, with a campaign launched in connection with a distinctive annual event.

Every year at the Sonoma-Marin Fair in Petaluma, California, the annual “World’s Ugliest Dog” contest celebrates lovably unphotogenic pups, many of whom have been rescued from shelters or puppy mills. In addition to celebrating the wonder of natural variety with its catwalk of ugdorable dogs, the event was designed to highlight the importance of pet adoption.

This year, Mug Root Beer will be upping the reward for the top dog. The PepsiCo brand has contributed to increase the total prize money to $10,000, to be awarded to pet parents:  $5,000 for the top (ugly) dog, $3,000 to the runner-up, and $2,000 to third place. Additionally, the brand will feature the winner on limited-edition cans of Mug Root Beer -- replacing its mascot dog on cans that fans can win through a sweepstakes online.

The dog parent of the winner will receive a year’s supply of Mug (since Mug has yet to enter the “soda for dogs” game). Mug will also give the winning dog an opportunity to be featured on the brand's social channels -- which could be a good way to launch a doggy influencer career.

2024’s “World’s Ugliest Dog” contestants will walk the “Mug red carpet” at the Sonoma-Marin Fair in Petaluma, California on June 21. The winner will then be announced publicly on June 24 – at which time Mug will share more details about its limited-edition can honoring the “World’s Ugliest Dog” champion. Mug will be posting further details about the contest and accompanying sweepstakes in the days ahead via the brand’s @MugRootBeer handle on its social channels

“By putting the winning dog on our cans of Mug, we’re celebrating these great pups in hopes of encouraging others to adopt their own canine best friend,” Mug Root Beer senior brand marketing manager Patrick Gamble, Sr. said in a statement. “