Snoop Dogg Sparks It Up Again for Solo Stove

Amy Corr — Tue, 20 Aug 2024 11:00:00 +0000

Solo Stove became a worldwide phenomenon last November when Snoop Dogg announced online that he was giving up smoke. Of course this was a stunt, designed to hype Solo Stove’s smokeless fire pits.

Now that the proverbial smoke has cleared, Snoop and Solo Stove return, with the addition of Warren G, to ignite some “Blunt Marketing.”

A :30 from The Martin Agency tackles the elephant in the room—the previous campaign caused controversy (the CEO resigned!)—head on.

And this pair is famously all about … blunts. And that’s the way they roll.

“This is an ad for Solo Stove,” says Snoop, lest anyone misunderstand. Warren G adds phrases like “blunt,” “very blunt” or “super blunt.” No blowing smoke here.

“We let Snoop be Snoop,” says Luana Bumachar, CMO of Solo Brands. “Warren G is an authentic extension of Snoop, making it a natural choice to have his real-life friend and collaborator of over 35 years join him this time. The two are legendary in the hip-hop world and have a deep, longstanding friendship that enhances the campaign’s authenticity. Bringing Warren G into the mix isn’t just about their musical achievements. It’s about showcasing a genuine connection that resonates with our audience and drives impact.”

The campaign includes digital, social, influencer and audio elements that will run during Thursday Night Football, NFL Ticket and The Voice (where Snoop stars as a coach). TikTok and Amazon are also in the mix, making this the brand’s largest campaign to date.

“We love the blunt humor! This campaign is meta—self-aware and tongue-in-cheek, capturing both Snoop’s star power and our brand’s distinctive approach,” Bumachar tells Muse. “We know humor performs, and we’re all about embracing the fun and celebrating great times because we believe people will experience it through our products. Rather than following a typical sequel route—sequels don’t work, do they?—we focused on how to best leverage Snoop’s authentic self to create a campaign that truly disrupts.”

Check out this Pre-roll below:

Limited-edition Snoop x Solo Stove fire pits are available. Custom hoodies, hats and water bottles will be included as gifts with purchase of the Bonfire and MesaXL models while supplies last. Snoop Dogg Fire Rings and Surround Lites will be sold separately.

“Our first campaign, ‘Snoop x Solo Stove’ made the brand a household name,” says Mik Manulik, VP/GCD at Martin. “Everyone in the industry and beyond heard about it. So coming at it again, creatively, was very intimidating. How could it measure up? But, the more we thought about it, the more we realized we had a new story to tell. There was a whole new chapter to tell. And with the perfect spokesman to tell it.”

The post Snoop Dogg Sparks It Up Again for Solo Stove first appeared on Muse by Clios.

Snoop Goes Smokeless … for His Solo Stove Fire Pit

Muse — Mon, 20 Nov 2023 15:00:00 +0000

In last week’s social media post shared around the world, weed connoisseur Snoop Dogg said he was giving up smoke.

I’m giving up smoke. pic.twitter.com/DDVl9Syixw

— Snoop Dogg (@SnoopDogg) November 16, 2023

The post garnered massive media attention, and today we learn the punchline: Snoop has become the official “smokesman” for Solo Stove’s smokeless fire pits.

Like the rest of us, Snoop enjoys sitting around a pit without “coughing and having his clothes smelling all sticky icky.”

A :30 from The Martin Agency opens with a serious Snoop parting ways with smoke. The camera pulls back to reveal the rapper sitting in front of his smokeless fire pit. It ends with Snoop roasting a marshmallow—and you can feel his joy.

“Snoop is one of the best improv talents I’ve ever worked with, so the BTS/outtakes were amazing,” says Chase Zreet, senior copywriter at Martin. “You can see it when he’s roasting a marshmallow (actually for the first time in his life). We figured the [social media] concept would work better if the Solo Stove ‘smokeless’ partnership was in answer to something. So we had to create the question—’Why did Snoop Dogg stop smoking?’ Thus, a very obscurely worded quote image was born.”

A limited-edition Snoop fire pit bundle, based on the brand’s existing Bonfire Fire Pit launches today at a cost of $349.99. The fire pit is matte black, features Snoop’s initials and dog paws and signature at the bottom of the stove. The bundle also includes a fire pit stand, a Snoop bucket hat and a sticker pack.

“The more we got to thinking about it, Snoop is such an unexpected spokesperson for a fire pit brand, it just got sillier and sillier (in the best way),” says Allison Apperson, agency ACD/art director. “We wanted to keep this thing as far from an ad as possible. We know it’s an ad, but the goal the whole time was to make it more like a confessional and play the rug pull joke straight. Snoop was a natural for this. Anyone else going ‘smokeless’ felt small. He’s made smoke his whole identity. For him to say he’s giving it up is kind of a big deal.”

CREDITS

Solo Stove
Brand Team
John Merris, Chief Executive Officer
Chris Johnson, Director of Brand
Justin Lake, Creative Director

The Martin Agency
Danny Robinson, Chief Creative Officer
Mik Manulik, VP/Creative Director
Allison Apperson, ACD/Art Director
Chase Zreet, Senior Copywriter
Judd Burnette, VP/Design Director
Tasha Dean, Chief Revenue Officer
Katie White, VP/Account Director
Brett Alexander, MD/Head of Production, Executive Producer
Jacob Munson, Senior Content Producer
Jenn Clark, Sr. Project Manager
Alana Gleason, Senior Brand, and Social Strategist
Lauren Brennan, VP/Head of PR Cultural Impact Lab
Maggie Burke, Cultural Impact Director
Jake Rosenblatt, Influencer Partnerships Director
Sofie Diskin, Manager of Brand Comms
Jamie Dollins, Senior Print Producer
Maria Rougvie, VP/Director of Business and Financial Affairs
Elizabeth Moore, Associate Director, Financial Affairs
Debbie Douglas, Broadcast Traffic Director
Kati Pond, Traffic Manager

Even/Odd, Production
Director, Chioke Nassor
Photographer, Baldomero Fernandez
Founder & ECD, Malcolm Pullinger
Founder, Mohammad Gorjestani
Executive Producer, Justin Lomax
Head of Production, Taylor Feltner
Line Producer, Kimberly Estrada

Friends & Family, Production
Managing Director, Scott Kaplan
Executive Producer, Jed Herold

SuperJoy, Post-Production
Editor, Brian Gregory
Assistant Editor, Tony Schaffner
GFX Motion Artist, Lyly Nguyen
Flame Artist, Paul Wiederholt
Colorist, Roslyn Di Sisto
Executive Producer, Brian Fox
Senior Producer, Chris Frendo

Royal Muster, Color
Colorist, Roslyn Di Sisto
Color Assists, Zack Wilpon & Esli Israel
Executive Producer, Thatcher Peterson
Head of Production, Diane Valera

Overcoast, Audio
Mix Engineer, Jonathan Waller
Producer, Andrew Carter

Agencies
The Martin Agency

The post Snoop Goes Smokeless … for His Solo Stove Fire Pit first appeared on Muse by Clios.

Solo Stove | Muse by Clios

Snoop Dogg Sparks It Up Again for Solo Stove

Snoop Goes Smokeless … for His Solo Stove Fire Pit

CREDITS