Rapper Snoop Dogg became "Smoooth Dogg" in January when he teamed up with Swedish payments brand Klarna (whose brand philosophy is all about "smoooth") and even took a minor shareholding in the company.
Now, the bizarre pairing has spawned an actual product collection, consisting of items that it says will allow anyone the chance to become as "smoooth" as Smoooth Dogg and Klarna. It includes golden peanut butter, a silky bed set, cashmere-infused toilet paper, a robe and a 22-foot high inflatable slide with a pink flamingo design.
The products are available to buy at the Smoooth website, where prices range from 15 euros for the peanut butter to 2,500 euros for the slide. The site uses the Klarna payment system whereby you can "pay later" with online payments.
“This is the first time that we’re dropping physical products and I’m proud to be releasing this collection together with Snoop Dogg. In the end, I truly believe that this will bring a smile to people's faces and get more people to discover the perks and the smoothness of paying later with Klarna," says David Sandström, chief marketing officer of Klarna. “Our biggest problem right now is figuring out where to place the enormous inflatable slides.”
The collection was developed between Snoop Dogg and the in-house team at Klarna together with its group of agencies including creative agency Nord DDB (which came up with the original "Smoooth" concept), media agency OMD and PR agency FLB Europa. The products themselves are produced and sold by GEP Communication Group.