Solo Stove Reunites With Snoop Dogg for Largest Campaign Yet

Solo Stove, an outdoor brand within Solo Brands, has launched its biggest marketing campaign to date, dubbed "Blunt Marketing." 

The clever wording is a nod to the face of the campaign, rapper Snoop Dogg, who Solo previously leveraged late last year to launch an awareness-driven stunt, “Snoop Goes Smokeless.” The collab shocked fans as the famed stoner declared on social media he had “decided to give up smoke,” only to later reveal an endorsement deal with Solo Stove to promote its smokeless fire pits.  

As a follow-up, Solo again teamed up with Snoop, this time putting “bluntness at the forefront” to drive trial of the brand's products, according to a statement. The campaign debuted on Aug. 20 and will run through the rest of the year, promoting the launch of three special Snoop-Edition Bonfire 2.0 pits, featuring sayings such as “This Pit is Lit” and “Be Blunt.”

The ad campaign features Snoop Dogg enjoying a “blunt session” with friend and fellow rapper and record producer Warren G — though this time “they aren't blowing any smoke, just being blunt about their favorite outdoor offerings with a clear intent to sell consumers high-quality and innovative products,” per the statement.

"Look, y'all know I am the king of the buzz,” Snoop says in a video ad. “But now I'm all about being [blunt]. ... And I'll be even more [blunt], I'm here because you're more likely to buy this fire pit because I'm Snoop. Facts."

The Martin Agency, part of the Interpublic Group of Companies, helped Solo create the integrated 360 degree-marketing campaign, which spans video, digital, social, influencer, audio, search, performance and retail activations. Ads will run across high-visibility programming and channels, including Thursday Night Football, NFL Ticket, NBC's "The Voice" (Season 26 features Snoop Dogg as a coach), TikTok and Amazon, making it the brand’s largest campaign.

"We brought Snoop back in an entirely new way with a deliberate nod to how brands engage influencers to promote their products,” Luana Bumachar, chief marketing officer of Solo Brands, said in the statement. “This isn't just marketing, it's blunt, direct, unapologetic and entertaining. And we're confident in this approach because we know our products deliver every time."