A clever marketing campaign last year nearly convinced people that cannabis-loving Snoop Dogg was turning his back on his favorite pastime, weed. A video circulated that shows Snoop stating that he was “giving up smoke.” Turns out that days after the video clip made its rounds around the internet, it was revealed that Snoop was actually taking part in an ad campaign for Solo Stove. Although it made for great advertising because of Snoop’s legendary status with weed smoking, it did not lead to the sales the company hoped for with the campaign. So, the CEO was terminated and replaced.
“I have an announcement,” Snoop stated in the video clip. “I’m giving up smoke. I know what you’re thinking. ‘Snoop! Smoke is kind of your whole thing.’ But I’m done with it. I’m done with the coughing and my clothes smelling all sticky-icky. I’m going smokeless. Solo Stove fixed fire—they took out the smoke. Clever.”
The company that makes Solo Stove, Solo Brands announced it had appointed Christopher T. Metz as the new President, Chief Executive Officer, and Director of the Board. He is replacing John Merris, who led the company when the Snoop Dogg promotion took place.
Rolling Stone reported that the interim CFO, Andrea Tarbox gave a statement giving the reason for the change at the top.
“While our unique marketing campaigns raised brand awareness of Solo Stove to an expanded and new audience of consumers, it did not lead to the sales lift that we had planned, which, combined with the increased marketing investments, negatively impacted our EBITDA [earnings before interest, taxes, depreciation, and amortization]. We believe there is a significant opportunity for us to build awareness and that these new campaigns will expand our reach and benefit our brands over the long term.”
The company did reveal that after the video clip went viral (over one million views), it got a boost of about 60,000 social media users, but that did not generate sales.