Snoop Dogg ‘Quitting Smoking’ Was a Marketing Flop
Besides being a legendary rapper, Snoop Dogg is an avid cannabis smoker with his hands in several different business ventures and partnerships. Back in November 2023, the “Gin & Juice” MC announced he was “giving up the smoke,” though he clarified a few days later that it was a marketing campaign for Solo Stove, a smokeless fire pit designed for cold wintry nights outside.
It turns out that Snoop’s endorsement didn’t move the needle much in terms of Solo Stove’s sales. Solo Brands, which also makes other products like Chubbies, announced it’s undergoing an executive shift after the partnership with Snoop didn’t result in a substantial increase in revenue. Ex-Vista Outdoor CEO Christopher Metz took over as the new president, CEO, and director of the company after the marketing flop prompted the ouster of former president and CEO John Merris.
Interim CFO Andrea Tarbox explained the results of the ad run in a statement. “While our unique marketing campaigns raised brand awareness of Solo Stove to an expanded and new audience of consumers, it did not lead to the sales lift that we had planned, which, combined with the increased marketing investments, negatively impacted our EBITDA,” she said. “We believe there is a significant opportunity for us to build awareness and that these new campaigns will expand our reach and benefit our brands over the long term.”
The deal with Snoop Dogg wasn’t a complete failure, however. As Tarbox mentioned, it raised the profile of the Solo Stove, earning 60,000 new followers on social media the day after the ad dropped. Ad Age even ranked the commercial as its 18th best ad of 2023.
Snoop was probably just happy to cash another check thanks to his name.
