Snoop Goes Smokeless
About the Work Born from the creative platform “We Fixed Fire,” Snoop Goes Smokeless sought to draw attention to the primary benefit of the backcountry-turned-backyard brand: its no-smell, no-eye-burn, no-smoke ambiance. The product’s lack of smoke led to ideation around someone known for quite the opposite; what if we told the world about the benefit of Solo Stove through the most unlikely mouthpiece in culture? To create awareness and elevate Solo Stove into a household name, we tapped the king of smoke, Snoop Dogg, for their first national ad campaign and called his entire identity into question. Claiming to “give up smoke,” Snoop sparked an internet frenzy. Celebrities joined him in cannabis abstinence, weed stocks dropped, he trended #1 on X, and his social following surged by 1 million. He fanned curiosity with cryptic social posts of his new lifestyle, but after four days, we dropped Solo Stove’s first national TV spot and supporting social, radio, and OOH to reveal the truth. “Going smokeless” meant trading up his fire pit for a Solo Stove. Snoop hit #1 on X again, this time with Solo Stove in tow.
- • Cannes Lions — General — Silver
- • The One Show — Influencer Marketing / Use of Celebrity — Gold Pencil
- • Clio Awards — Social Media / Social Post — Gold
- • Clio Awards — Social Media / Use of Talent & Influencers — Gold
- • Clio Awards — Media / Use of Talent & Influencers — Silver
- • LIA — Use of Social Media & Influencers - Social Media Post — Gold
- • LIA — Creativity In PR - Influencer Marketing — Silver
Similar Campaigns
