On November 16th, recording artist and celebrity Snoop Dogg posted on his Instagram account that he had "decided to give up smoke" after much consideration and conversation with his family. In the ensuing 24 hours the post generated nearly 4 million likes and 150,000 comments — with many well wishers and fans of the hip-hop star sending their encouragement.
If you Googled "Snoop Dogg" on November 17th, one day after Mr. Dogg's announcement, the first page of results was packed with news headlines concerning the rapper's post.
There was just one issue though — Snoop Dogg never quit smoking weed in the first place.
If you read Snoop Dogg's words carefully, he says nothing about giving up smoking, and as it became clear today, giving up smoking marijuana. No, Snoop Dogg was giving up fire pit smoke — by partnering with Solo Stove.
His announcement and subsequent posts were part of a public relations stunt to hype Solo Stove and Snoop Dogg's collaboration. Here's our breakdown of what happened.
The Snoop Dogg x Solo Stove Timeline
November 16th: Snoop Dogg posts to his Instagram account that he has "decided to give up smoke." Fans and fellow celebrities, along with major news outlets, react to the news. Even Snoop Dogg's Wikipedia page is updated to reflect his lifestyle change.
Among the notable reactions, fellow celebrity and hip-hop artist Meek Mill announces that, inspired by Snoop Dogg and because of a recent emphysema diagnosis, he too will be quitting smoking marijuana. First Take host Stephen A. Smith, notorious for admonishing athletes to "stay off the weed," posts a celebratory meme.
Later in the day, Snoop Dogg posts again on Instagram, asking fans to "respect my privacy." The post generates an additional 2.7 million likes and over 50,000 comments, including messages from fellow celebrities Queen Latifah and Diplo; a few fans speculate that Snoop Dogg is coming out with a line of edibles, hence "no smoke," but most of the comments are expressions of support for the rapper.
November 17th: Snoop Dogg's post makes national headlines, with wide-ranging theories trying to parse out why the American rapper and actor would be walking away from marijuana and pontificating on the significance of the move. Seemingly every outlet imaginable, from Buzzfeed to Forbes to USA Today, has thoughts.
November 18th: Like the mellowing of a nice high, the media mania appears to slow down a bit over the weekend, although additional news continues to trickle out. TMZ catches up with Cuhmunity podcast host AD at the airport to ask for his thoughts on the news. He's shocked but supportive.
November 19th: Citing a Cuhmunity interview with Wiz Khalifa, Complex continues its heavy coverage of the news by speculating that Snoop is embracing a healthier lifestyle altogether.
November 20th: Snoop Dogg reveals that "giving up smoke" actually refers to his partnering with Solo Stove, not his marijuana use. Within an hour, the video has more than 9 million views and half a million likes.
Smoke Signals
This isn’t the first time Snoop Dogg has teamed up with brands, some higher-profile than others. In the past he’s worked with Beyond Meat, Duke + Dexter, Skechers, Corona and more.
What’s different about this partnership are the potential expectations it sets: Quitting marijuana is a big deal — especially for a celebrity heavily associated with the drug — and judging by the comments left on Snoop’s initial posts, some fans even felt compelled to “give up smoke” themselves.
Now that it’s clear Snoop will only be giving up fireside smoke, some fans may feel betrayed. Meek Mill in particular could have some mixed feelings about the whole charade, and he may not be alone.
Working with Snoop Dogg and capitalizing on his famous habit with some clever semantics certainly has the potential to elevate Solo Stove’s profile with the general public — and simultaneously opens up the possibility of being dragged by angry fans who feel tricked. Only time will tell if this unprecedented publicity stunt will bring the heat to product sales ... or go up in smoke.
If Snoop Dogg and Solo Stove's bait and switch stokes your curiosity, the bundle is available now.
