Snoop Dogg’s Viral Ad Campaign Fails To Drive Sales

Snoop Dogg’s Viral Ad Campaign Fails To Drive Sales

News by Roberto Orosa
Published: January 17, 2024

Solo Stove, the smokeless fire pit company behind Snoop Dogg's "Quitting Smoke" ad, is not getting the fruits of its viral ad campaign. 

“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, which, combined with the increased marketing investments, negatively impacted our EBITDA,” said Andrea Tarbox, the company's interim CFO.

In light of the company's poor sales performance, Solo Stove CEO, president and director John Merris has left the company. Merris had been the company's CEO since October 2018, and a member of its board of directors since 2021. 

Filling in his role will be former Vista Outdoor CEO Christopher Metz.

Snoop's Viral 'Quitting Smoke' Ad

In November, rap legend Snoop Dogg announced via Instagram that he was "quitting smoke," relating to his use of marijuana.

"After much consideration and conversation with my family, I've decided to give up smoke. Please respect my privacy at this time," the post stated.

Eventually, it was revealed that this decision was only a part of an advertising campaign for Solo Stove to promote its smokeless fire pits. 

The campaign led by the Dr.Dre collaborator was viewed as a huge success for the brand, ranking no. 18 in Ad Age's 40 best ad lists for the year. 

Despite the ad's viral moment, the brand failed to pull in a significant amount of sales from the campaign, deeming it unsuccessful.

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