In case you missed it – on November 16, Snoop Dogg shared a post on social media that got everyone talking: “After much consideration & conversation with my family, I’ve decided to give up smoke,” the post read. “Please respect my privacy at this time.”


This news went viral. Fans were confused, WE were confused, but after thinking about it – we thought it may be related to an upcoming marketing stunt given Snoop Dogg’s high volume work as a brand ambassador for other companies like Pepsi, Dunkin’, T-Mobile, and Old Navy (to name just a few of the many).

However, we were trying to figure out what it could be for. A few days later, we got our answer.


YouTube video by Solo Stove

Snoop Dogg Goes Smokeless

Instead of referring to his legendary pot usage, Snoop Dogg’s coy social media post — which was made in consultation with his family — was actually a teaser for working with the Solo Stove, a brand known for smokeless fire pits. The Solo Stove allows Snoop Dogg to enjoy a fire pit without “coughing and his clothes smelling all sticky icky.”



This campaign was genius. Here’s why:


Getting attention: Snoop posted on his social accounts a few days ago that he was “giving up smoke” to his +100M followers. Behind the scenes, the brand knew this would be a newsworthy thing for him to say, and it certainly was – that one post generated millions of engagements and earned impressions across various news outlets, celebrities, and creators.

Authenticity: The beauty of it is that we had no reason to think it was an ad given Snoop Dogg’s attachment to smoke culture – it redefined how a celebrity could tease an upcoming partnership organically.


Timing: The partnership was officially announced just days after Snoop Dogg’s post, while it was still very top-of-mind to most of us. It also aligns with the week of their Black Friday sale so that those who are going to their site for the first time are delighted with a discounted price.


Product bundle: Lastly, Solo Stove released a new limited-edition bundle with a Snoop Dogg designed fire pit, stickers and a bucket hat. A very simple and cost-efficient way for the brand to bundle value, in order to make people feel as though they can get their hands on a special product while everyone is talking about it.


This campaign has been recognized as one of the biggest PR stunts of the holiday season – showcasing Snoop Dogg’s marketing awareness and his team’s ability to generate buzz and intrigue​.

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