Is Snoop the Top Dogg of All Pitchmen?
Rap star and actor Calvin Cordozar Broadus Jr. has reincarnated himself several times over, first as Snoop Doggy Dog, then Snoop Dog and now, Snoop Lion. Along the way, he's also reinvigorated his name with a steady string of brand alliances.
The latest is a bizarre tie-up with shopping site Overstock.com, now home to an online boutique called the Snoopermarket, which pimps favorite products of not just Snoop, but his family too. Among them: Orly's "Grand Dame" French Manicure Natural Look Nail Lacquer, a Hemp Lion of Judah Messenger Bag, a Slick Rick CD, pink heart-shaped diamond earrings and an oversized canvas featuring a photo of a lion's head. Unsurprisingly, he's also included as part of his picks gear from Adidas, another brand Snoop has long been affiliated with.
Given he's not shy about his penchant for marijuana toking, it's surprising how many companies -- even typically conservative packaged goods marketers like Nestle and Wrigley -- are eager to have Snoop represent their brands. Here, a dozen examples showing his diverse marketing spread.
Snoop, lounging in his plush all-white abode, fields requests from his family in this spot promoting Overstock's Snoopermarket. His track "The Good Good" adds an easy, jaunty feel to the scene.
In a more typical brand-musician tie-up, Snoop partnered with headphones maker Skullcandy in 2009 on his own edition in the brand's Skullcrusher noise-reduction line.
Snoop fans were scratching their heads over the "Hack is Wack" contest for Norton Anti-Virus, in which the musician asked aspiring rap stars to create a two-minute rap about identity theft, phishing attacks and viruses. The winner got a trip to see Snoop perform at an L.A. concert.
Ironically, this 2008 Orange spot out of the U.K. via Mother, London, shows Snoop denouncing the shill.