Solo Brands has had to change leadership after its latest ad campaign featuring Snoop Dogg failed to create waves in the market. The viral ad showed the American rapper “giving up smoke” as a marketing stunt for Solo Stove. Initially, it increased brand awareness for Solo Stove, wherein the brand garnered 60,000 more followers on social media. The ad campaign fell short of the anticipated sales boost for the company.
Andrea Tarbox, interim CFO, in an official statement, said their 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. We believe there is a significant opportunity for us to build awareness and that these new campaigns will expand our reach and benefit our brands over the long term.”
Solo Brands believes its campaign with Snoop Dogg was a success. “Solo Brands’ recent marketing campaigns drove and continue to generate exposure to new audiences, enabling us to reach previously untapped customer categories. It inserted our Solo Stove brand into cultural conversations, dramatically increased exposure for Solo Stove, and laid the groundwork for future opportunities.”
Moreover, the company emphasized its commitment to brand awareness campaigns. “We recognize that brand awareness campaigns have a longer-term conversion cycle. That said, we believe there is a nurturing process that has to occur for those potential new customers who are being made aware of our brand for the first time – and the continued investment in this strategy and our overall brand awareness will set us up for long-term success.”
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