Skip to main content

Solo Stove's "Giving up Smoke" Campaign Backfires


Snoop Dogg "Giving up Smoke" campaign backfires - Solo Stove poor sales leads to change in CEO

In November 2023, well known rapper and avid smoker, Snoop Dogg, posted on his social media accounts announcing that he'll be quitting smoking. His post went viral almost instantly, with 153 million views on Twitter and 4.7 million likes on Instagram. If the world had an ambassador for the special herb, it would be Snoop Dogg - which is why this post brought the masses to a halt. Some were in disbelief, while some showed their support.


Snoop Dogg announces in November 2023 that he is "giving up smoke"

A couple days later, in a new post, Snoop Dogg revealed that he had tricked us all. The post was turned a marketing stunt for Solo smokeless stoves. The revelation was met with shock, laughter, disdain, the works - but it succeeded in raising brand awareness for sure. Here are some of the social media metrics following the reveal: 

  • 1.7 million views on Solo Stove's YouTube
  • 2.8 million likes on Solo Stove's Instagram
  • 62 million views on Twitter 


But by January 2024, CEO John Merris made his exit due to poor sales. I believe this ad would've been a hit had some minor changes been made. First, let's ask ourselves - why is this being promoted in Mid-November? My guess is that they wanted to increase Christmas sales. 

If so, place Snoop Dogg in a Christmas sweater and have some festive ornaments in the background. Or have a promotion - buy one get another half off, for example. Maybe then persons would think to make a purchase, and probably give away the other as a Christmas gift. 


Here are some additional thoughts:

    Who is the ad targeting? Snoop Dogg is a cool guy, but is the audience that he resonates with most willing to buy a $200 fire pit? 

    When does the audience use this product most? Late summer or early autumn would be the perfect time for an advertisement like this - seasons when the targeted audience would want to buy the product.

    Addiction is no joke! Though not intentionally meant to be offensive, this ad may offend persons who actually struggle with their bad habit - the prank may not be laughable to some audiences, as was proven by several comments under the rapper's post.


The word play and shock factor was understood. But unfortunately, the campaign missed the intended mark. Better luck next time Solo Stove.

Labels

Labels:

Comments

Post a Comment

I'd love to hear your thoughts! Feel free to leave a comment below

Popular posts from this blog

5 Campaigns that Made their Mark

Quinta Brunson poses in front of an Abbott Elementary ad in NYC The best marketing is marketing that is memorable . The year has just begun, and these brands are proving that they are here to stay and make their mark . Hopping on trends, partnering influencers that align with the brand, and thinking outside of the box - this is why we love marketing! Let's take a look at their strategic decisions and why they work. 1. David and Victoria Beckham - Uber Eats What better way to market during Super Bowl that to use everyone's favourite sports couple! David and Victoria has always been in the spotlight, but recently re-entered that spotlight with their Netflix four part documentary series Beckham . It tells the story of a match made in heaven, and their rise to stardom. Released late 2023, their relevance is still fresh and will make the incoming ad resonate with all Beckham fans - a notable marketing effort by Uber Eats . YouTube comments praising Uber Eats' marketing 2. SKI...
Post a Comment
Read more

Why We Love Jacquemus' Marketing

Jacquemus' pink vending machine style pop-up store in Milan Jacquemus does luxury branding like no other. The French clothing and accessory line has positioned itself as unique, bold and stylish, with immersive experiences and playful marketing . But what makes this brand so special? Let's see what the rave reviews on social media are about, and how the brand has set itself apart in an oversaturated fashion and advertising industry. Digital 3D Art Jacquemus' "Bags-on-Wheels" video went viral early this year on all major platforms - Instagram, Twitter and TikTok. This stunt was lauded by fashion lovers, avid social media users, and tech enthusiasts, some questioning whether the video was real or not. In the age of artificial intelligence , it was a smart way to start a discussion, grab attention, and promote the brand. Now, when other brands use a similar AI strategy, they are said to have attended the "Jacquemus School of Advertising" , a term popular...
Post a Comment
Read more

The Stars Of 2024 Product Advertising Campaigns

South African popstar Tyla for GAP's Linen Moves campaign Placing celebrities at the forefront of your campaign is a smart move to get your message across quickly. Some of the best and most unforgettable ads featured stars and influencers we were all excited to see using products we use, or would like to use. Their presence motivates us to buy, and their association with the brand is beneficial to their career as well. An all-around win for everyone!  Here are some celebrities who have been booked and busy.  “Michael CeraVe” - CeraVe Super Bowl ad This comedic ad featured actor Michael Cera and took social media by storm due to its unexpected and witty nature. Collaborating with someone whose last name is similar to the name of the brand was genius. Before the ad, Cera was seen in public with bags of Cerave products, and in stores autographing Cerave bottles. That way, fans began to speculate and started affiliating him with the brand. Skincare junkies like myself are a...
Post a Comment
Read more