Advertising Media

Solo Stove Hires PMG as Media Agency in Aftermath of the Snoop Dogg Campaign

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Solo Stove has hired PMG as its media agency of record.

The independent agency will be charged with improving marketing efficiency and driving demand for the maker of smokeless outdoor fire pits while deepening its “connection with consumers through effective holistic media planning and precision excellence in performance marketing,” the brand announced.

Solo Stove’s marketing approach became a hotly debated topic earlier this year after an executive suggested an attention-grabbing campaign starring Snoop Dogg did not drive immediate sales. The effort from The Martin Agency played on the idea that the cannabis connoisseur had “decided to give up smoke.”

Solo Stove, which is owned by Solo Brands Inc., declined to comment on its previous media agency relationships. The hiring of PMG, along with the addition of a new chief growth officer at Solo Brands last month, signals the company is putting a new focus on its media and marketing strategy. 

The November campaign led to a boost in brand awareness for Solo Stove, driving 1.2 million brand mentions in social media posts and news articles, a Solo spokesperson told Ad Age in late 2023. But later, interim Chief Financial Officer Andrea Tarbox stated the campaign did not “lead to the sales lift” Solo Brands had anticipated. After her comments drew media attention, the company later stated that the effort was “extremely successful” saying it “inserted our Solo Stove brand into cultural conversations.”

In February, Solo Brands hired Laura Coffey, formerly CFO at The Vitamin Shoppe, as its permanent CFO and Michael McGoohan, who had previously spent time at Mondelēz International, Central Garden & Pet and Performance Health, as its first chief growth officer.

Tarbox continues to serve on the Solo Brands board, according to its website.

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