Snoop Dogg ‘Giving Up Smoke’ Campaign Backfires, CEO Out at Solo Stove

January 15, 2024 · CelebStoner

John Merris thought he had a brilliant idea: Snoop Dogg shilling for Solo Brands’ smokeless fire pit. As the company CEO he reached out to Snoop’s brand manager with the idea. “We think it’d be really fun if we got Snoop to endorse it and say he went smokeless,” Merris pitched Nick Adler.

Snoop liked the Solo Stove idea and said it was up to his attorneys, who appoved the campaign. On Nov. 16, Snoop announced to the world via social media he was “giving up smoke.” For four days, people wondered if if was a scam, an honest admission of harm caused by inhaling too many bliunts or something in between. It turned out to be the former. On Nov. 20, Snoop admitted the ruse, posting, “Solo Smoke fix fire – they take out the smoke” and scowling in the TV ad.

The stunt backfired, so to speak. Merris has been removed from Solo Stove as president and CEO afer five years steering the company. Interim CFO Andrea Tarbox’s stated:

“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. 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.”

It’s unclear how much Snopp Dogg was paid for his involvement in the campaign.

“My initial reaction was this is not gonna work. It’s a big ask. Even if we make this statement, he may smoke, like, 15 minutes after posting it. He didn’t make the promise at that point that he was actually going to refrain from smoking for four days on Instagram. Part of the reason I think this thing was such a success was that simple post of Snoop with that very serious, somber look with the prayer hands and the copy, which was so perfect. Writing ‘Respect my privacy’ really hit a nerve. In a day when there was a lot of heavy news in the world, this story was both inspiring and it got a lot of people scared. Like, Snoop’s the legend. He can’t let us down and quit smoking. So there were many mixed emotions around it.”

Asked by Shirley Halperin, “if there was any concern that people would feel hoodwinked?” Adler replied:

“There was a moment when we were planning the actual reveal and I got a little nervous. We don’t want people to think we duped them. This is a celebration of fun. So Snoop thanked everybody for the encouragement and thankfully the response was great. People were throwing words around like ‘genius’ so it felt amazing.”

While Ad Age gave the campaign a No. 18 raanking for 2023, it didn’t score with consumers and apparently turned off Snoop’s core stoner audience.  (Full Story)

In categories:Celebrities Marketing
Next Post

Blink-182's Drummer Travis Barker Releases Mini Barkies Prerolls As Part of His New Cannabis Brand

Like many celebs, Travis Barker has made the transition from CBD to THC with his new start-up. The Blink-182 drummer is launching Barker Canna Co. just three years after he announced Barker Wellness. While the latter focused on CBD, his new venture…
Previous Post

MLK & Marijuana: How the Civil Rights Leader’s Work Informs the Push for Legal Pot

Martin Luther King Jr. might have turned 95 years old this month if he had not been felled by an assassin’s bullet on April 4, 1968. It is, of course, impossible to know what the United States would look like…
Random Post

How Many People Does It Take to Deliver an Order of Cannabis? A.4 B.2 C.1?

In a decisive 3-1 vote, Massachusetts regulators have given the green light to cannabis transport businesses to streamline their delivery operations by reducing the mandatory two-person team to a single cannbais delivery driver. This potential cost-cutting measure is poised to benefit…
Random Post

Women of Influence: Angela Pih Is Walking the Walk

One of Angela Pih’s favorite aspects of the cannabis industry is its velocity. What she’s referring to is the “incredibly exciting” speed of bringing new products to market within months. With extensive experience across retail, consumer packaged goods and cannabis,…
Random Post

Meet Wiz Khalifa at Trulieve Shops in Pittsburgh on Wiz Khalifa Day

Born in North Dakota, Wiz Khalifa ended up in PIttsburgh in 1996 at age nine when he mother moved the family there. He was known as Cameron Thomaz then. At 15, he changed his moniker to Khalifa and a few years later…
Random Post

Ohio Marijuana Legalization Initiative Will Appear On The November Ballot, State Officials Announce

An initiative to legalize marijuana in Ohio will appear on the state’s ballot this November, officials announced on Wednesday. About two weeks after activists turned in a final round of signatures for the cannabis proposal, the secretary of state’s office has now…