Source:
Solo
Stove
/
Snoop
Dogg
Just
because
something
goes
viral
doesn’t
mean
it
will
generate
dollars.
Solo
Brands,
the
company
behind
that
brilliant
Snoop
Dogg
AD,
found
that
out
the
hard
way.
Snoop
Dogg
had
the
internet
in
a
tizzy
when
he
dropped
a
video
announcing
he
was
“giving
up
smoke,”
leading
many
to
believe
one
of
the
world’s
most
famous
weed
smokers
was
putting
down
his
blunts
for
good
and
asking
fans
to
respect
his
privacy.
The
video
turned
out
to
be
a
brilliant
AD
for
the
company’s
new
smokeless
fire
pit,
Solo
Stove.
After
the
“Gin
&
Juice”
rapper
pulled
the
wool
from
over
our
eyes,
many
applauded
him,
hailing
to
be
an
excellent
pitchman.
Digital
Music
News
reports
that
the
viral
AD
didn’t
do
anything
for
business.
It
was
so
bad
that
the
company
gave
the
CEO
the
boot.
Per
Digital
Music
News:
“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,” said
interim
CFO
Andrea
Tarbox.
“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.”
More
focused
on
the
implication
that
he
might
actually
be
giving
up
cannabis
than
the
smokeless
fireplace
for
which
the
ad
was
made
in
the
first
place,
fans
and
media
outlets
alike
seemed
to
miss
the
point.
As
a
result,
Solo
Brands
had
to
adjust
its
financial
expectations
in
2023,
anticipating
lower
revenue
—
and
ousting
Merris
in
2024.
Christopher
Metz,
former
Vista
Outdoor
CEO,
will
step
in
as
the
company’s
president,
CEO,
and
director
of
the
board,
effective
as
of
Monday,
January
15.
So
viral
advertising
works
to
get
word
out—but
driving
sales?
That’s
another
matter
entirely.
Welp.
They
definitely
add
this
flop
to
the
Marketing
101
textbooks.
