‘Sometimes, patience is needed’: Why ditching Snoop Dogg’s viral marketing stunt was the wrong move

A US company’s recent viral marketing campaign featuring Snoop Dogg, which saw the CEO step down shortly after, may have just needed a bit more time to be a hit.

Last November, the iconic rapper announced he was giving up “smoke” which turned out to be a marketing stunt to sell outdoor fire pits on behalf of  Texan home and outdoor lifestyle brand, Solo Stove.

However, in January, the company’s CEO John Merris stepped down after five years, with interim CFO Andrea Tarbox saying in a statement at the time: “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…”

Speaking to Mumbrella editor Neil Griffiths on Mumbrella’s new one-on-one podcast series, former Nike CMO Greg Hoffman said the campaign may have simply just needed more time.