Earlier last week, hip-hop icon Snoop Dogg sent social media into a frenzy after he announced that he was quitting his smoking habit.

The 52-year-old rapper who is often regarded as the ultimate celebrity stoner posted a brief note that he was “giving up smoke” which left fans in disbelief. However, it turns out the whole announcement was a marketing stunt to promote a new collaboration. Let’s explore it in detail.

Snoop Dogg’s ‘giving up smoke’ prank, explained

When Snoop Dogg first posted a monochromatic image of him with praying hands and a note about him giving up smoke after careful consideration and conversation with his family, his fans thought it truly was the end of an era as they prepared to say goodbye to his stoner image.

The rapper had also requested for privacy in the post which led to further speculation about his health. However, Snoop Dogg returned to Instagram with an interesting advertisement video where he sat beside a metal fire pit which did not emit any smoke.

So, it turns out that the announcement was part of a clever marketing campaign from Solo Stove, a brand that the rapper has collaborated with to specialize in smokeless fire pits. In the viral video, Snoop seems self-aware as he talks about how smoke is “kind of his whole thing”.

All details about Solo Stove collaboration

Snoop Dogg’s collaboration with Solo Stove is not just a marketing stunt but also a lucrative business deal for the rapper. As a part of this partnership, a new signature line of Snoop Dogg x Solo Stove products are out in the market to promote smokeless product innovation.

This includes the Limited Edition Bonfire Snoop Dogg Collaboration which features a fire pit and stand, a Snoop bucket hat and a Snoop x Solo sticker pack, all designed by the Doggfather himself. It’s priced at a hilariously intentional tag of $420.

This is just one of the rapper’s many wacky business ventures. For example, Snoop Dogg founded the company Leafs By Snoop to specialize in cannabis strains, concentrates, flowers, and edibles.

Reactions to Snoop Dogg’s gimmick

As expected, Snoop Dogg’s initial announcement left social media users stunned. Before he revealed the Solo Stove collab, some mourned the end of his cannabis journey while others refused to believe it was even happening.

Ever since his debut on Dr. Dre’s 1992 album ‘The Chronic’, the rapper has been synonymous with his love for marijuana. In a 2013 interview, Snoop admitted he had been smoking 80 joints a day and even has a professional joint roller by his side, simply for this purpose.

Once people found out that this was a gimmick, they were a little relieved as they laughed it off. Some praised his business sense as he cleverly integrated his personal image into an entrepreneurial collaboration which has successfully grabbed everyone’s attention.