Solo Stove - Snoop Goes Smokeless (case study)

Born from the creative platform "We Fixed Fire," the campaign "Snoop Goes Smokeless" aimed to spotlight the primary benefits of Solo Stove: its no-smell, no-eye-burn, no-smoke ambiance. This unique feature of Solo Stove's product led to a clever ideation: what if we communicated this benefit through the most unexpected spokesperson in popular culture?
To create widespread awareness and elevate Solo Stove into a household name, we enlisted Snoop Dogg, the iconic figure synonymous with smoke, for their first national ad campaign, challenging his entire public persona.
Claiming to "give up smoke," Snoop Dogg ignited an internet frenzy. His announcement caused a stir among fans and celebrities alike, many of whom joined him in declaring their temporary cannabis abstinence. The ripple effect was immediate and significant: weed stocks saw a noticeable drop, Snoop trended #1 on X (formerly Twitter), and his social media following surged by a million new followers.
Cryptic posts hinting at his new smokeless lifestyle further fueled curiosity and speculation. After four suspenseful days, Solo Stove unveiled their first national TV spot alongside supporting content across social media, radio, and outdoor advertising, revealing the true meaning behind Snoop's "going smokeless" - he had simply upgraded his fire pit to a Solo Stove.
The campaign's climax saw Snoop Dogg trending #1 on X once more, this time with Solo Stove prominently featured. The strategic use of Snoop Dogg not only captured massive attention but also effectively communicated the smokeless feature of Solo Stove, transforming the brand into a recognized name nationwide. The innovative approach and celebrity endorsement not only drew attention but also successfully aligned Solo Stove with a modern, lifestyle-oriented audience.
AWARDS
Cannes Lions 2024
- Silver in Social & Influencer
- Bronze in PR
D&AD 2024
- Silver in Digital & Social (Use of Talent & Influencers)
- Silver in PR (Use of Talent & Influencers)
Clio Awards 2024
- 2 Gold in Social Media
- Silver in Media
One Show 2024
- Gold in Social Media (Influencer Marketing, Use of Celebrity)
- Bronze in Social Media (Stunts & Activations)
CREDITS
Brand: Solo Stove.
Chief Executive Officer: John Merris.
Director of Brand: Chris Johnson.
Creative Director: Justin Lake.
Creative Agency: The Martin Agency.
Chief Creative Officer: Danny Robinson.
Creative Director: Mik Manulik.
Creative Director: Allison Apperson.
Associate Creative Director: Chase Zreet.
VP/Design Director: Judd Burnette.
Chief Revenue Officer: Tasha Dean.
VP/Account Director: Katie White.
MD/Head of Production, Executive Producer: Brett Alexander.
Senior Content Producer: Jacob Munson.
Associate Content Producer: Andy Singer.
Senior Project Manager: Jenn Clark.
Head of Social: Matt DeSiena.
Senior Brand and Social Strategist: Alana Gleason.
Head of Analytics: JT Taillon.
Senior Analyst: Bradley Wells.
VP/Head of PR Cultural Impact Lab: Lauren Brennan.
Cultural Impact Director: Maggie Burke.
Influencer Partnerships Director: Jake Rosenblatt.
Manager of Brand Comms: Sofie Diskin.
Senior Print Producer: Jamie Dollins.
VP/Director of Business and Financial Affairs: Maria Rougvie.
Associate Director, Financial Affairs: Elizabeth Moore.
Broadcast Traffic Director: Debbie Douglas.
Traffic Manager: Kati Pond.
Production Company: Even/Odd, Los Angeles.
Director: Chioke Nassor.
Photographer: Baldomero Fernandez.
Founder & ECD: Malcolm Pullinger.
Founder: Mohammad Gorjestani.
Executive Producer: Justin Lomax.
Head of Production: Taylor Feltner.
Line Producer: Kimberly Estrada.
Production Company: Friends & Family Production, New York.
Managing Director: Scott Kaplan.
Executive Producer: Jed Herold.
Editing: SuperJoy, Richmond.
Editor: Brian Gregory.
Assistant Editor: Tony Schaffner.
GFX Motion Artist: Lyly Nguyen.
Flame Artist: Paul Wiederholt.
Colorist: Roslyn Di Sisto.
Executive Producer: Brian Fox.
Senior Producer: Chris Frendo.
Associate Producer: Kathryne Jansen.
Editor: Will Rummell.
Coloring: Royal Muster Color, Culver City.
Color Assist: Esli Israel.
Color Assist: Zack Wilpon.
Executive Producer: Thatcher Peterson.

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This aged like milk