Giving up smoke

Thanks to OZ’s Kelly Willis for signal boosting Snoop Dogg’s internet-breaking marketing head fake.

Snoop posted on Instagram that he planned to “give up smoke,” which most people took to mean he was giving up his notorious weed habit. His Instagram post received 4.7 million likes and 174,000 comments.

Fellow hip-hop star Meek Mill earnestly announced his support, even declaring that he, too, would stop smoking pot since he has “a lil bit [of] emphysema” anyway.  Investors took the bait, as well, as cannabis stocks immediately hit the skids.

A few days later Snoop revealed that what he really meant is that he is partnering with the brand Solo Stove to create a new smoke-free outdoor fireplace.

A columnist at The Drum, VJ Anand, wonders if it was too clever by half.  He raises two questions. The first is whether the stunt was unethical or risked blowback. He concludes the answer is no.  If it was for a medical device rather than an outdoor stove, that might have been problematic.  But it’s not too serious of a product category and Snoop is known for his quirky sense of humor, so the stunt seems appropriate.

Anand isn’t sure, however, whether Snoop is the right face for the brand. “It’s hard to believe that swathes of Snoop Dogg fans are also interested in the benefits of smokeless fire pits,” he sniffs.

Really? First, who doesn’t love Snoop? He has evolved from hip-hop artist to pop culture icon. He transcends niches and demographics, for the most part.

Plus, he is 52 years old. He still records occasionally, but it’s been almost 30 years since he was on top of the rap game. His most devoted fans who have been with him the longest are also deep into middle age. They are parents and grandparents. This seems like exactly the kind of person who would be interested in the benefits of smokeless fire pits.

What do you think?  Clever, attention-grabbing influencer marketing or inappropriate gag?