The Internet is definitely a very bizarre place. On November 16th, 2023, the “Doggfather of Smoke,” Snoop Dogg announced to his millions of social media followers that he was “giving up smoke” after talking it over with friends and family. “Please respect my privacy at this time,” he said at the time. While he asked for others to respect his privacy, everyone was too shocked to hear the news and flocked the comments section of Snoop’s post.
I’m giving up smoke. pic.twitter.com/DDVl9Syixw
— Snoop Dogg (@SnoopDogg) November 16, 2023
The 52-year-old rapper and entrepreneur initially didn’t clarify what he meant by “smoke,” which led many fans to speculate that the rapper, well known for his affinity towards cannabis, was kicking his weed-smoking habit. But on Monday, November 20, 2023, he revealed that the weekend-long meltdown he sparked was actually just the promotional strategy behind his latest brand deal: Solo Stove’s smokeless fire pit.
The Reveal
The company released a statement announcing that Snoop Dogg would be their official “smokesman” and will release a line of limited edition fire pits designed by the rapper. “I have an announcement. I’m giving up smoke. I know what you’re thinking. ‘Snoop, smoke is kind of your whole thing!’ But I’m done with it. Done with all the coughing and my clothes smelling all sticky-icky. I’m going smokeless,” Snoop Dogg said in a social media video.
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In support of the company’s quest to eliminate smoke from backyards everywhere, they had launched a line of smokeless fire pits. “I love a good fire outside but the smoke was too much. Solo Stove fixed fire and took out the smoke. They changed the game and now I’m excited to spread the love and stay warm with my friends and family,” said Snoop. “Solo Stove fixed fire,” he says in the clip. “They take out the smoke. Clever.”
John Merris, CEO of Solo Brands said, “We’re stoked to have a product so good, it even inspired Snoop to go smokeless. As the most popular smokeless fire pit in the world, Solo Stove is all about bringing people together and creating a vibe that encourages you to sit back, relax, and enjoy your time with friends and family. Snoop, like Solo, is about good moments, and we’re looking forward to welcoming even more people to the Solo Stove family.”
Snoop Dogg x Solo Stove
Snoop Dogg has partnered with the company on smokeless product innovation and contributed toward designing a new signature line of Snoop Dogg x Solo Stove products. Kicking off the Snoop Dogg x Solo Stove collaboration is a limited edition bundle that includes: a Bonfire Fire Pit designed by Snoop, a fire pit stand, a Snoop bucket hat, and a Snoop x Solo sticker pack. This Limited Edition product range ft. Snoop is priced at $349.99. It is available exclusively at solostove.com and goingsmokeless.com.
The Fans’ Reactions
His followers really bought it. In one photo he shared on his socials, Snoop gazed longingly away from the camera with tears in his eyes. In another, with a dramatic black and white filter, he’s posed with his eyes closed, contemplating life without lighters. “Natural high,” he captioned the photo. In the comment section, one user noted: “Bro fighting demons.” Another added “I really hope you’re documenting this transformation. I think a documentary on it would be a fascinating watch.”
Talking about the genius move, many fans praised Snoop Dogg’s marketing skills on social media while expressing relief that the rapper wasn’t actually giving up cannabis. “The marketing behind this is crazy. GG,” said one Instagram user in the comments underneath Snoop Dogg’s video. “The world would not have remained the same if you had really stopped smoking w**d. Thank you,” another Instagram user wrote.
People began joking that everyone mourned Snoop Dogg’s smoking days for nothing — and he’s laughing his way to the bank. When the rapper announced he was giving up smoke, he sent stoners everywhere into a state of panic over the idea that they were losing their leader while he was just getting into a brand partnership. Back to his classic demeanour, the rapper roasts marshmallows over one of the smokeless fire pits and just chuckles to himself for the last 10 seconds of the promo trailer.
This was quite the masterclass into some crazy brand marketing. From creating the much-needed to getting the audience hooked to thoroughly entertaining them with the end result, all while delivering an excellent product. Solo Stoves definitely kicked it out of the park.
