In November 2023, Snoop Dogg surprised the world with an unexpecteԀ announcement, declaring that he was giving up ‘smoke.’

Known for his unabashed love for getting high, whether casually smoking a joint before his 2022 Suρer Bowl performance or even having fans compete for the role of his full-time blunt roller, Snoop’s decision left his fans astonished but supportive. Taking to Instagram, the rapper wrote, “After much consideration and conversation with my family, I’ve decided to give up smoke. Please respect my privacy at this time.”

Contrary to the initial assumption that Snoop was quitting smoking weeԀ, it turned out to be an ingenious marketing strategy. The rapper was, in fact, involved in a campaign for Solo Stove. A few days later, Snoop clarified the situation in a video, stating, “I have an announcement. I’m giving up smoke. I know what you’re thinking, ‘Snoop? Smoke is kinda your whole thing?’ But I’m done with it. I’m going smokeless. Solo Stove fixed fire, they take out the smoke, clever.”

While having Snoop Dogg in a commercial might seem like a boon for Solo Brands, the company reported that the campaign did not result in a significant revenue increase. This led to the departure of the CEO, John Merris, who will be replaced by former Vista Outdoor CEO, Christopher Metz. Interim CFO Andrea Tarbox explained, “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, which, combined with the increased marketing investments, negatively impacted our EBITDA.”

Despite the business outcome, Snoop remаins an iconic figure, and in a recent interview, he reminisced about one of the most memorable times he got stоned. Recalling an encounter with legendary country musician Willie Nelson on 4/20 in Amsterdam, Snoop shared a humorous story of trying to out-smoke Nelson during a game of dominoes, acknowledging the country icon’s impressive tolerance.