Remember when Snoop Dogg announced he was ‘quitting’ smoking last year. Yep, me too – weird time wasn’t it?

In November 2023, Snoop shocked the world with news he was giving up ‘smoke’.

The rapper doesn’t shy away from the fact he just really loves getting high, whether it be having a quick joint before his 2022 Super Bowl performance or sending fans into a frenzy fighting over the opportunity to become his full-time blunt roller.

Fans of the rapper flooded to his social media in surprise, but quick to support him seemingly giving up smoking weed.

Taking to Instagram at the time, the rapper penned: “After much consideration and conversation with my family, I’ve decided to give up smoke. Please respect my privacy at this time.”

Instead of Snoop stating he was giving up ‘smoke’ being about the musician giving up smoking weed, it turned out it was all a clever marketing ploy.

Snoop was in fact working on a marketing campaign for Solo Stove.

In a post to his social media channels a few days after his revelation, Snoop revealed in a video what it was all about.

In the clip, he said: “I have an announcement. I’m giving up smoke. I know what you’re thinking, ‘Snoop? Smoke is kinda your whole thing?’

“But I’m done with it. I’m done with […] my clothes smelling all sticky icky. I’m going smokeless. Solo Stove fixed fire, they take out the smoke, clever.”

It was all a marketing ploy… Credit: Solo Stove

As for Solo Brands, the makers of Solo Stove, Chubbies, Oru Kayak, Isle and other brands, you’d think having Snoop in one of your commercials would only benefit business.

However, the company has now said that the advertising campaign hasn’t resulted in a substantial revenue increase, leading to the CEO of the company leaving his position.

John Merris, who will ‘mutually separate’ from the company, will be replaced by former Vista Outdoor CEO, Christopher Metz.

Interim CFO for the company, Andrea Tarbox said: “While our 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,”

She continued: “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.”

“Our fourth quarter results came in below expectations as we experienced softer-than-anticipated sales in our direct channel.”

Snoop revealed he wasn’t ‘quitting’ after all. Credit: Alexander Tamargo/Getty Images for E11EVEN

As for Snoop, he may have lost track of the countless times he’s lit up a spliff, but there’s one time which he believes he was the most stoned he’s ever been.

Snoop was with legendary country musician Willie Nelson on 4/20 in Amsterdam. Couldn’t be more fitting, eh?

In an interview with SiriusXM last year, Snoop said Nelson had performed in the city on the 19th and he performed on the 20th.

Snoop recalled: “So we went back to his hotel room and we were playing dominoes. So Willie had a vape, a joint, I had a blunt and he had a pipe.

“Me and him were playing dominoes one-on-one, he whipping my a** and I was just getting higher and higher and he keeps passing it to me and I was like, ‘This old motherf***er’s out-smoking me’.

“And I’m trying to stop but I can’t because I don’t want to show no signs of weakness.”