Marketing Calculator

new year 24 commercial
– solo stove snoop dogg

Solo Stove partnered with legendary rapper Snoop Dogg to use his not-so-secret affinity with cannabis to trick the world into thinking he’d given up “smoke,” only to reveal that he was partnering with Solo Stove to promote their smokeless fire pits.

“A masterpiece in viral marketing”, people said. Ad Age listed it at #18 on its Top 40 Ads of 2023.

Then Solo Stove CEO, John Merris, said on his LinkedIn at the time, “this one will go down as one of the best. Snoop Dogg is incredible to work with and we found the perfect collaboration between two brands.”

Our score is reflective of our take on the success of the campaign ‘assuming’ Brand Awareness was the goal with an anticipation of added sales.

Three reasons the Solo Stove campaign deserves a deeper look:

• It was both very successful and very unsuccessful: One thing that is frequently lost between Marketers and Business Leaders is objective. Clearly that is the major disconnect with this campaign.
• Disproves Social Success equals Business Success: In the era of TikTok influencers it’s important to remember, most of us may now know who Solo Stove is, but did most of us buy a Solo Stove?
• Controversy and Conversation: The ad has generated significant controversy. Does the Marketer deserve praise or punishment? Don’t run an awareness campaign and judge it on sales.