Sometimes a pun, a celebrity, and a creative tie-in isn’t enough to turn over sales—
now that’s some truly gross revenue.
Last month, we talked about Solo Stoves and their marketing stunt with Snoop Dogg, which shocked social media with his decision to go “smokeless.” This, of course, was a classic Snoop dupe, as it wasn’t a reference to his marijuana usage but rather a clever way to sell smokeless stoves—or so they thought. While the campaign earned heaps of social buzz, it fizzled out quickly, not being able to drive sales in the critical holiday window. After firing their CEO, Solo Stoves needed a way to heat up profits. So, what better way to light a fire under the brand than to find the perfect match?
In an effort to align messaging with the values of the brand, Solo Stoves created an inaugural ambassador team with award-winning chef Ann Kim and outdoorsman Zachary Fowler. The hope is that the two will be able to emphasize the brand’s passion for “fire, cooking, and unforgettable moments.” This is a prime example of how important it is to not only have a creative edge but also ensure it will resonate with your target audience—not just the algorithm.
But, we suppose only time will tell if this one sticks or goes up in smoke.
