The Solo Stove “Giving Up Smoke” campaign with Snoop Dogg was heavily analyzed for it’s effectiveness last year. It triggered changes at the brand, and even recently Solo Stove was talking about whether it was financially successful or not.
One thing is certain though, it generated a ton of coverage and hype. It was a very memorable campaign that had phenomenal reach.
As previously revealed, Solo Stove is teaming up with Snoop Dogg again this year for another campaign. This time he’s also bringing friend and fellow Long Beach native, Warren G, to help regulate fire pit smoke.
Look, y’all know I am the king of the buzz. 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.
Snoop Dogg
One criticism of the campaign in retrospect by Solo Stove’s CEO is it focused on top of funnel marketing. The fall time and leading up to the holiday season, you need marketing further down the funnel that drives sales instead of just awareness.
Solo Stove appears to be taking some lessons learned from last year’s approach. To engage all of the funnel, the campaign this year includes video, digital, social, influencer, audio, search, performance and retail running on popular shows and channels like Thursday Night Football, NFL Ticket, The Voice (Season 26 starring Snoop Dogg as a Coach), TikTok and Amazon.
This campaign dares to cut through the smoke in a way that only Solo Stove can deliver. With Snoop Dogg bringing his inimitable style and charisma to this campaign, we are not just pushing boundaries—we are defining them. We brought Snoop back in an entirely new way with a deliberate nod to how brands engage influencers to promote their products. 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.
Luana Bumachar, Chief Marketing Officer of Solo Brands
New Products
The new Snoop Dogg and Warren G campaign will run through the rest of the year. It will feature three new products that promise to bring “unique enhancements”.
As far as what the new products will be, I would guess that they will be modifications to their existing product line. Solo Stove indicated on their last earnings call that this is more of a rebuilding year, with more innovations on the way in 2025.
One potential new enhancement could be revealed in the feature image for this article. You’ll notice that the ring on the top of the fire pit has a laser cut Solo Stove logo, which is a nice touch. That’s not currently featured on their fire pits.
We’re eager to see what enhancements they come out with, because Solo Stove has a great record for product collabs. They did one earlier this year with WhistlePig Whiskey that’s perfect for a gift.
Regardless of what they release, one thing is for certain. Snoop Dogg and Warren G will make sure that bodies don’t turn cold, with smokeless fire pits.