Snoop Dogg and Solo Brands’ Collaboration Takes a Turn: CEO Fired After ‘Giving Up Smoke‘ Campaign Falls Short
In a surprising turn of events, Solo Brands, the company behind Snoop Dogg’s “Giving Up Smoke” campaign, has parted ways with its CEO, John Merris. The decision comes in the wake of the promotional stunt’s failure to achieve the expected boost in revenues, according to a report from The Daily Outdoor Retailer. “” https://thedaily.outdoorretailer.com/news/people/solo-brands-names-new-ceo-after-snoop-marketing-whiff/ “””
Following the CEO change, the online response has been critical, with one user dubbing the entire Snoop-led campaign as a “flop.” Solo Brands is now redirecting its course by appointing Christopher Metz, former Vista Outdoor CEO, as the new president, chief executive officer, and director of the board.
Snoop Dogg initially announced his decision to “give up smoke” on social media in November, citing personal considerations and conversations with his family. The revelation took the global rap community by surprise, with mixed reactions. The Cool Kids’ Chuck Inglish characterized it as “cooked simulation,” while UFC fighter Conor McGregor offered support, saying, “Best of luck Snoop! We are with you all the way.”
However, just days after the announcement, Snoop Dogg clarified his true intentions. Rather than quitting smoking, the move was part of an elaborate marketing strategy for a limited-edition collaboration with Solo Stove, a brand known for its smokeless fire pits.
The rapper’s decision to “give up smoke” referred to the emissions produced by traditional fires. The reveal showcased the joint venture with Solo Stove, featuring a range of smokeless fire pit products. Despite the initial confusion, it became evident that Snoop Dogg’s commitment to the cause was linked to promoting Solo Stove’s innovative fire pit designs.
In December, Snoop Dogg returned to social media, sharing a video where he humorously showcased his continued enjoyment of smoking, dispelling any lingering ambiguity from the initial announcement.
This unexpected twist in the collaboration between Snoop Dogg and Solo Brands highlights the unpredictable nature of marketing stunts and their impact on brand perception.