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Snoop Dogg x Solo Stove Collaboration


By now, you’ve probably seen Snoop Dogg’s smokeless marketing stunt.

Recently, the legendary rapper shocked fans with the announcement that he was “quitting smoke.” Outcry erupted over the internet and everybody started talking about Snoop’s new life choice. But it turns out this was all clever marketing wordplay to promote Solo Stove’s smokeless fire pit.

But not everyone found the ad amusing. Experts felt the marketing ploy inadvertently trivialized the challenges of quitting marijuana. While Snoop’s reach did inspire some to contemplate quitting, others felt let down by the “hoax.” Guerrilla marketing like this flourishes when you add in a little controversy.

Why? In this case, there’s no such thing as bad publicity. In the unique landscape of unconventional tactics, stirring a bit of controversy can spark much needed attention and curiosity to cut through other advertising noise. By challenging norms and pushing boundaries, guerrilla campaigns evoke strong reactions that start conversations and make a campaign more memorable. Controversy not only captures immediate attention but also propels the campaign into the spotlight, leading to amplified engagement. 

What are some key takeaways from this marketing campaign?

1) Influencer marketing is gold. In fact, influencer marketing is considered one of the most effective marketing strategies today because customers buy products that people (influencers) they trust recommend. According to research conducted by Influencer Marketing Hub, brands can earn about $5.20 for every dollar they spend on influencer marketing. 

2) Solo Stoves shared just enough information to make people curious. By withholding detailed information, guerilla marketing encourages individuals to seek out more information, turning them into active participants in the brand narrative. This deliberate act of teasing not only cultivates an element of surprise but also empowers consumers to connect the dots, fostering a sense of discovery that lingers long after the initial marketing campaign encounter. 

3) Humor, as always, is a really effective tool in advertising. Adding humor to an advertising campaign is a way for organizations to make an emotional connection with consumers. Humor evokes positive emotion, making us laugh, which creates a positive experience. Not many local businesses use humor in their marketing and maybe they should! 


Posted on

December 13, 2023