Solo Stove, the innovator behind the smokeless fire pit, is once again making waves in the marketing realm, albeit not necessarily for the reasons the company had anticipated.
The product, owned by Solo Brands, gained initial attention in November by appointing Snoop Dogg as its official “smokesman.” This move followed a cryptic post from the cannabis-friendly rapper hinting at “giving up smoke” (though not smoking), leading to speculations about a potential marketing stunt.
While the bait-and-switch approach initially garnered success, with Solo Stove securing earned media and increased social engagement, the high-profile celebrity endorsement did not translate into the anticipated boost in sales. This indicated a mismatch with the brand’s core customer base of outdoor enthusiasts.
Closing out 2023, Solo Stove’s campaign, crafted in collaboration with The Martin Agency, checked many boxes for marketing success. The Snoop Dogg-led initiative sparked consumer interest with a mysterious social media post, generating online discussions and speculation. The subsequent revelation that Snoop Dogg’s commitment to “give up smoke” pertained to his outdoor fire pit preferences, not his well-known affinity for cannabis, garnered additional media attention and hinted at a potential holiday sales surge. This campaign also marked Solo Stove’s inaugural national marketing push, heightening expectations.
However, a few weeks into 2024, it became evident that the creative strategy fell short. Solo Brands, which also markets outdoor lifestyle products like Oru Kayak, Isle, and Icy Breeze, began the new year with the former CEO, John Merris, mutually parting ways with the company, as outlined in a financial statement. Christopher Metz, formerly CEO of Vista Outdoor, assumed the roles of Solo Brands president, CEO, and director of the board on Jan. 15.
In a press release detailing the updated 2023 financials, Solo Brands disclosed an expected full-year revenue in the range of $490 million to $500 million, compared to the earlier guidance of $520 million to $540 million. Executives candidly addressed the impact of the Snoop Dogg partnership on performance, acknowledging that the unique marketing campaigns increased brand awareness but fell short of the planned sales lift, negatively affecting EBITDA.
The shift in fortunes has prompted extensive analysis of creativity in marketing and the importance of aligning ambassadors with the product. Solo Brands, a public company since 2021 with a focus on direct-to-consumer offerings, initially performed well in the first half of 2023. However, a marketing misstep undercut some of those gains.
Ultimately, the company may have misjudged its core customer base in the pursuit of new buyers, choosing a celebrity whose brand profile, while strong, lacked a clear connection to the outdoors. Examining Solo Brands’ past marketing positioning may shed light on why the Snoop Dogg campaign failed to resonate, especially given the company’s success in associating its brand with outdoor activities in previous marketing efforts.