Snoop Dogg is a cultural icon and is almost ubiquitous when it comes to partnering with brands! He isn’t one who is shy about loading up the endorsements that he does! And regardless of how old he is, he only seems to get more creative and better with time, and as he ages! The older he gets, the wider spread and greater his influence, it appears! He has endorsed any brand from fintech companies to beer brands and curly fries!
Having said that, these brands – Corona and Jack in the Box – have tapped into his star power in very different ways! One is purely physical and the other digital.
Snoop Dogg being who he is, is well-known – and true to being a strong influencer, he can really make a difference to the brands he endorses – even if he endorses plenty of them. He is highly recognizable and that is a big draw for both of these brands.
Corona has partnered with him before – this is not their first time and so Snoop’s a tag that is familiar to the brand. He is cool and chill – and those are attributes that he transfers to the beer brand, through its association with him.
Jack in the Box has taken the power of the rapper into a brick-and-mortar play. Brands like to point out items on their menu as a celebrity favorite. And here the Munchie Meal, is Snoop’s, as everyone knows! This kind of thing drives a lot of social media buzz and also helps attract young consumer groups like Gen Z.
It is obvious from looking at just these two brands that getting an A-lister to endorse your brand is a very smart move. But brands need to be very careful. It is true that doing something like this can also attract the star’s fans to the brand. But when or if a brand ties up with a celebrity just to attract the attention of the fans that follow him, it can very quickly backfire on the brand. Gen Z is known for its cancel culture – they can be very quick to call out any inauthentic partnerships – deals done just for profits. So, it is very important that brands choose their influencers carefully and after a lot of thought.
Brands need to find someone that understands them – and their vision, and even have shared goals. Gone are the days when just slapping a famous face on the packaging got the product sold.
Snoop Dogg has shown by his longevity in the influencer business, before it was even a thing, that he supports the brands he endorses for real. All you need to do is just listen to him talk!