Source: Solo Stove / Snoop Dogg
Just because something goes viral doesn't mean it will generate dollars. Solo Brands, the company behind this brilliant Snoop Dogg AD, found that out the hard way.
Snoop Dogg sent the internet into a frenzy when he released a video announcing that he was “quitting smoking,” leading many to believe that one of the world's most famous weed smokers was taking his rants down for good and asking fans to respect his privacy.
The video turned out to be a terrific advertisement for the company's new fire pit, Solo Stove. After the “Gin & Juice” rapper pulled the wool over our eyes, many applauded him, saying he's a great pitchman.
Digital Music News states that viral AD did nothing for business reasons. It was so bad that the company gave the CEO the boot.
Per Digital Music News:
“While our unique marketing campaigns increased Solo Stove brand awareness to an expanded and new consumer audience, did not lead to the sales growth we had planned for, which, combined with increased marketing investments, negatively impacted our EBITDA.” he said interim finance director Andrea Tarbox; “We believe there is a significant opportunity for us to increase awareness and that these new campaigns will expand our reach and benefit our brands in the long term.”
More focused on being able to quit cannabis than the smokeless fireplace it was advertised to be in the first place, fans and the media seemed to miss the point.
As a result, Solo Brands had to adjust its financial expectations in 2023, predicting lower revenue — and Merris' ouster in 2024. Christopher Metz, former CEO of Vista Outdoor, will step in as president, CEO and director of the board the company's. from Monday 15 January. So viral advertising works to get the word out — but does it increase sales? That's another matter entirely.
Well.
They are definitely adding this flop to the Marketing 101 textbooks.
