How Snoop Dogg Became a Marketing Powerhouse
In the 1990s, Snoop Dogg’s laid-back drawl and unapologetically dark lyrics made him a central figure in the West Coast hip-hop scene and a cultural touchstone of a pre-digital era when music was still given the breathing room to saturate its intended audiences. Known for his collabs with Dr. Dre and his infamous murder trial, Snoop was as polarizing as he was influential—a rapper who embodied the edge and rawness of gangsta rap.
But decades later, the same man whose debut album was called Doggystyle has become a global marketing juggernaut, a household name who can sell everything from wine to breakfast cereal– much to the surprise and slight bewilderment of Gen Xers who remember him being held up as an example of how music can corrupt young people for life. Snoop’s journey from gangsta rapper to a beloved brand ambassador is a tale of genuine personal evolution, as well as a masterclass in reinvention, authenticity, and the power of unexpected partnerships.
Rewriting the Rules of Celebrity Marketing
Snoop’s charm shines in its consistency. No matter the medium– whether it’s music, TV, or advertising– he has remained unapologetically himself. His laid-back demeanor, self-deprecating humor, and candor about his lifestyle (including his fondness for cannabis) have made him relatable across generational and cultural divides. His authenticity is what sets Snoop apart. While other celebrities adopt annoyingly sanitized, overly handled personas to appeal to brands, Snoop brings his unfiltered personality to every partnership. Whether promoting a brand of pet products or narrating a nature documentary, his voice remains distinct and unmistakably “Snoop”. Being all Snoop, all the time has built trust among audiences, making him one of the most effective spokespeople in the world.
Snoop’s evolution into a marketing superstar got off the ground gradually. Early on, his endorsements leaned heavily on his hip-hop persona, such as his 2005 Chrysler 300 campaign, which used his signature slang to appeal to younger audiences. But over time, Snoop began broadening his appeal, taking on partnerships that centered his sharp humor and versatility. His collaborations with brands like General Mills, Tostitos, and PepsiCo demonstrated his ability to inject humor into traditional advertising. For example, his “Snoop Bowl” campaign with Tostitos during the Super Bowl became a viral sensation, proving he could generate buzz– and deliver results– to even the most mainstream brands.
Snoop X Martha: Just a Couple of Besties
Some things happen in life that cause people to stop and try to wrap their minds around it to process it all fully. Learning that Snoop and Martha were good friends was one of those moments. One of Snoop’s most surprising and impactful partnerships began in 2015, at an unlikely venue: the Comedy Central Roast of Justin Bieber. Both Snoop and Martha Stewart were invited to take jabs at the pop star, and the contrast between their personas– Snoop’s Cali-casual charisma and Stewart’s proper, polished delivery– immediately stole the show and ran off with it. Their comedic chemistry was undeniable, and audiences couldn’t get enough.
The roast marked an important moment for both celebrities. For Snoop, it was another step in his transformation into a pop-culture force with mainstream appeal. For Stewart, the roast was a way to reintroduce herself to a younger, more culturally aware audience. In the years prior, the bloom fell off of Stewart’s brand following her 2004 conviction for insider trading. Stewart’s embrace of humor and leaning head first into the unexpected and entertaining partnership with Snoop made her relevant again, catching a ride on a new wave of cultural cachet.
Their connection blossomed into a friendship and eventually a business partnership. In 2016, they launched Martha & Snoop’s Potluck Dinner Party, an Emmy-nominated VH1 series that blended cooking, comedy, and celebrity guests. The show’s success was groundbreaking: it boosted VH1’s ratings in its time slow by 33% and was a clear example of the power of pairing seeming opposites for TV gold.
Beyond TV, their partnership extended to co-branded products, like BIC EZ Reach lighters, designed for candles (and as Snoop hilariously implied, “other uses”). The campaign went viral, broadcasting the duo’s ability not just to create a buzzy campaign but to convert that buzz into measurable sales. In a recent interview, Stewart even mentioned that she doesn’t sign a contract without having Snoop look it over first, to make sure no opportunity slips through the cracks.
Snoop’s marketability isn’t limited to fun, quirky partnerships. His collaborations with brands like Corona, 19 Crimes, and Adidas highlight his ability to connect with diverse audiences authentically. For instance, his 2020 campaign for Corona beer featured him strolling along a beach, dispensing life advice in his signature easy, nonchalant style. The ad connected with audiences and reportedly contributed to increased brand engagement for Corona during its rollout.
Snoop’s venture into the wine industry is another example of his savvy. In 2020, he launched Snoop Cali Red in partnership with 19 Crimes, an Australian wine label known for its edgy branding. Featuring Snoop’s face on the label, the wine became one of the fastest-growing products in its category, driving a 33% increase in 19 Crimes’ sales.
America’s Honorary Olympian
Snoop’s ability to transcend traditional marketing roles was on full display during the Tokyo 2020 Olympics (held in 2021 due to the pandemic). Paired with comedian Kevin Hart, Snoop provided entertaining commentary for NBC’s coverage, with a mashup of humor and cultural insight in a way that captivated viewers. Their commentary clips went viral, garnering millions of views and proving that Snoop’s appeal extends far beyond product endorsements.
The only thing better than Paris is Snoop in Paris for the Summer Olympics in 2024. But instead of being a casual observer offering commentary, Snoop was a featured torchbearer during the Olympic Torch Relay, jogging through the streets of Saint-Denis to enthusiastic cheers from fans before the Opening Ceremony. Wearing custom gold sneakers and an Olympic-themed look, he brought his signature charisma to the event, a moment that set the tone for the entire broadcast and underscored his status as a global cultural icon.
His role also included serving as a special correspondent for NBC, where he hosted Primetime in Paris, a daily wrap-up show. On Primetime, he offered viewers a mix of lighthearted commentary and genuine interactions with Team USA athletes, like Simone Biles and Caeleb Dressel, combining humor with insights into their Olympic journeys, which read as more modern than the more blatantly sentimental types of stories that have normally been threaded through Olympic coverage in the past.
The Business of Being Snoop
Behind Snoop’s casual image is an impressively shrewd businessman. In addition to his advertising deals, he has built an empire of his own. His cannabis brand, Leaf by Snoop, positioned him as a thought leader in the legal marijuana industry. His investments in tech startups, including Reddit, shine a spotlight on his ability to spot lucrative opportunities beyond entertainment.
Snoop’s ventures don’t just capitalize on his name– they align with his personal brand, reinforcing his authenticity. Each new entry in Snoop’s portfolio cements the idea that he is not just a celebrity, but a lifestyle icon with as broad a reach as any brand could ask for. He has built a brand that resonates across generations, industries, and cultures– there isn’t a brand that wouldn’t want to capture a taste of that lightning in a bottle for themselves. From the streets of Long Beach to the kitchens of Martha Stewart and beyond, Snoop’s journey has been fun to watch, and it proves that the best way to sell a product is to sell the person behind it.
