Dive Brief:
- Solo Stove, the maker of smokeless fire pits, is teaming up with Snoop Dogg again in a campaign the marketer says is its largest to-date, according to information shared with Marketing Dive. The Martin Agency worked on the effort.
- “Blunt Marketing” features Snoop Dogg and his longtime collaborator Warren G engaging in a “blunt” session — a play on the word’s definition as both a type of rolled marijuana cigarette and a candid approach to a topic, in this case the brand’s products. The campaign is set to air across video, digital, social channels and more.
- The effort, which will last through the end of the year, features limited-edition merchandise and high visibility placements on programs including Amazon’s Thursday Night Football, NFL Sunday Ticket and “The Voice.” The latest effort from Solo Stove follows its “Snoop Dogg Goes Smokeless” campaign last year.
Dive Insight:
Solo Stove is again teaming with Snoop Dogg to promote its smokeless products, this time serving up a no-fluff sales pitch with its “Blunt Marketing” campaign. The effort follows the naming of the celebrity as its official “smokesman” last November and its accompanying “Snoop Dogg Goes Smokeless” campaign, which ticked many of the boxes for marketing success but ultimately failed to deliver the expected sales lift. Instead of pulling back, the marketer is doubling down on its partnership with the rapper.
With its new campaign, Solo Stove isn’t implying that Snoop Dogg has given up smoking, but is instead leaning into his popular association to the activity with countless tongue-in-cheek references to his “blunt” approach to marketing the smokeless fire pit brand. The effort includes a series of spots, including a 30-second ad and multiple 15- and 6-second spots, which see Snoop Dogg and Warren G have a straightforward, no-frills dialogue about Solo Stove products. To get the point across, the rapper in one spot asserts “I’m here because you’re more likely to buy this fire pit because I’m Snoop.”
The campaign, like last year’s, was made with The Martin Agency. The push leads the brand into the fall, when it will launch three new products. The media strategy includes video, digital, social, influencer tie-ups, audio, search and retail and will run across high visibility programming, including the latest season of “The Voice,” which will feature Snoop Dogg as a vocal coach.
The brand will offer a Snoop x Solo Stove fire pit that was co-created with the star and features his notable lines from the campaign. Additional limited-edition products include fire pit accessories, sweatshirts, hats and water bottles that will be available as a gift with purchase.
The latest tie-up with Snoop Dogg, who recently drove buzz around the Olympics, could help Solo Stove drive momentum toward its direct channels, which have seen slower-than-expected growth, according to a Q2 earnings recap with executives. The company during the same period reported a 0.5% growth in net sales year over year to $131.6 million.
