A little well-placed panic goes a long way. This was the philosophy when Solo Stove decided to market their smokeless fire pit by partnering with the king of smoke, Snoop Dogg. It all started when the rap legend released a seemingly-genuine statement that he was “done with smoke”. As a long-time advocate of cannabis, the world was naturally thrown into chaos at the thought of the iconic figure reversing his stance.

Like all good stories, Snoop’s cryptic post has a twist. After a few days of online panic, the Doggfather released a follow up that shed light on his original message. He clarified that he is done with smoke, but more specifically, the smoke in a bonfire. This bait and switch captured hundreds of thousands of eyes and brought an incredible amount of attention to Solo Stove’s new product and Snoop Dogg collab, and demonstrates that sometimes word-of-mouth is all you need.