- Solo Stove, the maker of smokeless fire pits, is teaming up with Snoop Dogg again in a campaign the marketer says is its largest to-date, in response to information shared with Marketing Dive. The Martin Agency worked on the hassle.
- “Blunt Marketing” features Snoop Dogg and his longtime collaborator Warren G engaging in a “blunt” session — a play on the word’s definition as each a sort of rolled marijuana cigarette and a candid approach to a subject, in this case the brand’s products. The campaign is ready to air across video, digital, social channels and more.
- The effort, which is able to last through the tip of the yr, features limited-edition merchandise and high visibility placements on programs including Amazon’s Thursday Night Football, NFL Sunday Ticket and “The Voice.” The latest effort from Solo Stove follows its “Snoop Dogg Goes Smokeless” campaign last yr.
Solo Stove is again teaming with Snoop Dogg to advertise its smokeless products, this time serving up a no-fluff sales pitch with its “Blunt Marketing” campaign. The effort follows the naming of the celebrity as its official “smokesman” last November and its accompanying “Snoop Dogg Goes Smokeless” campaign, which ticked most of the boxes for marketing success but ultimately did not deliver the expected sales lift. Instead of pulling back, the marketer is doubling down on its partnership with the rapper.
With its recent campaign, Solo Stove isn’t implying that Snoop Dogg has given up smoking, but is as a substitute leaning into his popular association to the activity with countless tongue-in-cheek references to his “blunt” approach to marketing the smokeless fire pit brand. The effort features a series of spots, including a 30-second ad and multiple 15- and 6-second spots, which see Snoop Dogg and Warren G have an easy, no-frills dialogue about Solo Stove products. To get the purpose across, the rapper in one spot asserts “I’m here since you’re more more likely to buy this hearth pit because I’m Snoop.”
The campaign, like last yr’s, was made with The Martin Agency. The push leads the brand into the autumn, when it is going to launch three recent products. The media strategy includes video, digital, social, influencer tie-ups, audio, search and retail and will run across high visibility programming, including the latest season of “The Voice,” which is able to feature Snoop Dogg as a vocal coach.
The brand will offer a Snoop x Solo Stove fire pit that was co-created with the star and features his notable lines from the campaign. Additional limited-edition products include fire pit accessories, sweatshirts, hats and water bottles that will probably be available as a present with purchase.
The latest tie-up with Snoop Dogg, who recently drove buzz across the Olympics, could help Solo Stove drive momentum toward its direct channels, which have seen slower-than-expected growth, in response to a Q2 earnings recap with executives. The company in the course of the same period reported a 0.5% growth in net sales yr over yr to $131.6 million.
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