Snoop Dogg Solo Stove Ad Campaign Didn’t Flop, the Strategy Did, CEO Says

Solo Stove had a marketing campaign towards the end of last year that succeeded in going viral. Snoop Dogg said on social media that he was giving up smoke only to reveal days later that he meant fire pit smoke, revealing his affinity for the Solo Stove fire pit.

The marketing campaign received tons of engagement on social media and coverage from many media outlets. Total success, right?