The “Solo Stove” CEO was fired because the collaboration was expensive but didn’t pay enough.
After an Instagram posting on November 16th in which Snoop Dogg announced that he wanted to stop smoking weed, this message turned out to be just a publicity stunt a short time later. The US rapper simply promoted it with a wink smoke-free stoves and fireplaces on behalf of the company “Solo Stove”. He probably didn’t want to give up smoking. The promotional stunt still received some applause online, but resulted in the company’s CEO having to resign from his post because of the action.
Not as successful as planned
The news that Snoop Dogg was turning his back on marijuana after decades of using marijuana immediately hit the internet. He also wrote very seriously: “After careful consideration and discussions with my family, I have decided to give up smoking. Please respect my privacy at this time.”
But ultimately, this Instagram post was just an excerpt from the advertising clip that the musician delivered shortly afterwards and thus his collaboration with “Solo Stove” revealed. How “The Daily” reports that the company was able to explain what is behind the product growing social media following – the campaign is around 60,000 followers were added. The promotion was also named to Ad Age’s Top 40 “Best Ads of 2023.” However, the company’s sales figures could not have been increased at the same time. The company’s CEO, John Merris, has now been terminated.
An interim CEO, Andrea Tarbo, has already been found and an official statement spoke of an “amicable separation” between both parties. The reason for the termination was once again explained that the “increased marketing investments” in the absence of an increase in sales had a “negative” impact on the balance sheets and since Merris was in charge of the idea with Snoop Dogg, he has to go now.
Snoop Dogg has not yet commented on the developments in the company – it is also unclear whether his deal with “Solo Stove” nor affected in any way.