Snoop Dogg’s “Giving Up Smoke” Marketing Campaign Backfires

Snoop Dogg‘s claim he was “giving up smoke” went viral last year, with many assuming he meant he was quitting marijuana. But those who could read between the lines knew it had to be something else and, sure enough, it wound up being a marketing strategy for a smokeless fire pit. The company behind it, Solo Brands, was counting on the campaign to equate to sales—but it didn’t. Now, Solo Brands CEO/President John Merris, who approved the campaign, has been fired.

According to an Instagram post from Now This, interim CFO Andrea Tarbox said in the press release, “While our unique marketing campaigns raised brand awareness of Solo Stove to an expanded and new audience of consumers, it did not lead to the sales lift that we had planned.”

They expounded in the caption, “Solo Brands had to adjust its financial expectations for fiscal year 2023, predicting lower revenue […]  Former Vista Outdoor CEO Christopher Metz has been announced as Solo Brands’ new president, CEO, and director of the board, effective as of January 15.”

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Snoop Dogg made his ridiculous claim in November 2023, saying, “After much consideration & conversation with my family, I’ve decided to give up smoke. Please respect my privacy at this time.” But most people had their doubts. A few days later, Snoop Dogg made his debut in a commercial for Solo Stove and shared the clip on Instagram.

As Snoop roasts marshmallows by the fire, he says, “I have an announcement. I’m giving up smoke. I know what you’re thinking. Snoop smoke is kinda your thing. But I’m done with it. Done with the coughing and my clothes smelling all sticky icky, I’m going smokeless. Solo Stove fixed fire…they took out the smoke. Clever.”

The caption reads: “I’m done with smoke. I’m going smokeless with @SoloStove.”