How This Fintech Company Pivoted Its Marketing to Be Where the Cool Kids Are

Getting Snoop Dogg on board definitely helped with that

Snoop Dogg isn’t a stranger to working with brands and releasing odd but lovable ads—or even to working on projects with unlikely partners such as Martha Stewart. But when Klarna, a fintech company that offers consumers a buy-now-pay-later option with more than 1,000 U.S. retailers, rebranded in 2017, Snoop wanted to join (and eventually became a minority shareholder).

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This story first appeared in the July 8, 2019, issue of Adweek magazine. Click here to subscribe.