How Solo Range Satisfied Snoop Dogg to Go Smokeless

Final week rapper and hashish connoisseur Snoop Dogg whipped the web up right into a frenzy with a social media announcement saying he was “giving up smoke.”

“Please respect my privateness right now,” the 17-time Grammy nominee instructed his 83 million Instagram followers.

However, plot twist: the put up was later revealed to be a part of a rigorously coordinated marketing campaign from The Martin company to advertise Solo Range’s new smokeless fireplace pit vary.

Armed with a collection of tongue-in-cheek movies displaying Snoop Dogg roasting marshmallows in his yard, intelligent OOH and social executions, and even merch within the type of “The Snoop Range ( which is “scorching sufficient to make the Doggfather go smokeless”), the push has caught the eye of tens of millions of followers globally.

This week, The Martin Company’s affiliate artistic director, Allison Apperson, and senior copywriter, Chase Zreet, be part of Adweek’s Luz Corona and Rebecca Stewart on the podcast to speak about how the epic marketing campaign got here collectively and serve up all of the tea from behind the scenes of the shoot.

Stream the brand new episode beneath, pay attention and subscribe on Apple Podcasts, or discover it on Spotify.