Solo Stove, known for its smokeless fire pits, is once again teaming up with iconic rapper Snoop Dogg in a new campaign titled “Blunt Marketing.” This collaboration, which the brand claims is its largest to-date, is aimed at promoting Solo Stove products in a candid and straightforward manner. The Martin Agency, which previously worked on campaigns with Snoop Dogg, is behind this latest effort.
The “Blunt Marketing” campaign features Snoop Dogg and Warren G engaging in a “blunt” session, playing on the word’s dual meaning as both a type of rolled marijuana cigarette and a candid approach to discussing the brand’s products. The campaign will be showcased across various platforms including video, digital, social channels, and more. It is set to run through the end of the year and will include limited-edition merchandise tied to the campaign.
This isn’t the first time Solo Stove has partnered with Snoop Dogg. Last year, the brand launched the “Snoop Dogg Goes Smokeless” campaign, which, despite generating buzz, did not result in the expected sales boost. However, instead of backing down, Solo Stove is doubling down on its collaboration with the rapper in hopes of achieving better results this time around.
The new campaign leverages Snoop Dogg’s association with smoking and incorporates playful references to his persona throughout the marketing materials. The ads feature Snoop Dogg and Warren G engaging in straightforward conversations about Solo Stove products, with the rapper humorously acknowledging his influence on consumer behavior by stating, “I’m here because you’re more likely to buy this fire pit because I’m Snoop.”
The media strategy for the campaign includes a mix of video, digital, social, influencer partnerships, audio, search, and retail placements. The ads will be featured on high-profile programs such as Amazon’s Thursday Night Football, NFL Sunday Ticket, and “The Voice,” where Snoop Dogg will also appear as a vocal coach. Additionally, Solo Stove will be launching three new products in the fall to coincide with the campaign.
As part of the collaboration, Solo Stove will offer a limited-edition Snoop x Solo Stove fire pit, co-created with the rapper and featuring his memorable lines from the campaign. Other exclusive products like fire pit accessories, sweatshirts, hats, and water bottles will be available as gifts with purchase. This partnership with Snoop Dogg, who recently generated buzz around the Olympics, could help Solo Stove drive momentum towards its direct channels, which have experienced slower growth than anticipated.
Overall, the “Blunt Marketing” campaign represents a bold and creative approach by Solo Stove to leverage Snoop Dogg’s influence and reach a wider audience. By embracing the rapper’s persona and incorporating humor into the marketing materials, the brand aims to capture consumer attention and drive sales in a competitive market. With a comprehensive media strategy and exclusive merchandise offerings, Solo Stove is positioning itself for success in the coming months.
