Snoop Dogg’s viral “Give Up Smoke” advertisement for Solo Stove has resulted in the firing of the company’s CEO, John Merris.
Despite the cost and virality of the marketing campaign, the company reported no substantial revenue increase.
Christopher Metz is now taking on the roles of president, chief executive officer, and director of the board.
Company’s Explanation and Change in Leadership:
Interim CFO Andrea Tarbox explained the company’s decision in a statement captured by Uproxx.
She mentioned that while the unique marketing campaigns raised brand awareness, they did not lead to the planned sales lift.
The combination of this and increased marketing investments negatively impacted the company’s EBITDA. Tarbox expressed the belief in a significant opportunity to build awareness through new campaigns over the long term.
Snoop Dogg’s Smokeless Announcement:
The advertisement campaign gained rapid virality when Snoop Dogg announced on social media, “I’m giving up smoke.” Despite initially causing panic among fans, he clarified in a subsequent post that he was going smokeless to avoid coughing and the lingering smell of smoke on his clothes.
However, the impact of Snoop’s advertisement seems to have been in vain.
