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Snoop Dogg Sparks It Up Again for Solo Stove
'Blunt' talk with Warren G
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.”
