Solo Brands Selects PMG as Media Agency of Record for Solo Stove

By Kyle O'Brien 

Solo Brands had a huge buzz going after its collaboration with Snoop Dogg, with a stunt claiming the notorious cannabis promoter had gone “smokeless.”

But some at the company didn’t agree that the stunt was the right move for the brand, so there was a change of leadership. That new leadership has looked for a marketing refresh for the Solo Stove and its other brands, so it has named PMG as its media agency of record to help move the needle.

Solo Brands, which also has brands including Solo Stove, Chubbies, Isle, Oru Kayak and IcyBreeze, added independent agency PMG to its roster of agencies, including AOR for Solo Stove, the Company’s flagship brand.


In this capacity, PMG will be responsible for the brand’s full-funnel media efforts, including integrated strategy, media planning and buying, as well as insights and technology, to drive Solo Stove’s long-term business growth.

Through the new partnership, Solo Brands aims to improve marketing efficiency, increase  demand and deepen the connection with consumers through effective media planning and performance marketing. To service the account, PMG will leverage the data-driven insights from its proprietary Alli marketing technology platform.

“We’re thrilled to collaborate with PMG to unleash the full potential of our media capabilities and to improve our marketing effectiveness on Solo Stove,” said Michael McGoohan, chief growth officer and executive vice president of Solo Brands in a statement. “We believe Solo Stove has tremendous growth potential by leveraging a fully integrated marketing program, which will allow us to deepen our connection with existing consumers and engage new audiences.

McGoohan continued that PMG’s data-driven approach and track record of success with digitally native brands made the agency the right media partner to expand the company’s reach.

PMG’s selection is part of Solo Brands’ plan to evolve its marketing strategy and partnerships under the company’s new executive leadership. McGoohan joined the business last month while Laura Coffey came on as chief financial officer.

“The Solo Stove brand and its leading portfolio of outdoor products have catapulted into the cultural conversation,” said George Popstefanov, founder and CEO of PMG in a statement. “We want to capture that interest by pairing it with a strategic, data-informed media strategy to give it the pull-through it needs to help scale its growth through customer acquisition and increased brand engagement. We’re excited about the possibilities of what we can do together.”