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Should you need proof of the pressures marketers are under these days, consider the example of Solo Stove. In November, this maker of sleek, aluminum firepits announced that it had signed Snoop Dogg as an endorser.
In a spot that dropped just before the holiday season, the éminence grise of hip-hop—who’s known for firing up a spliff now and again—announced that he was “giving up smoke.” Snoop was referring to the Solo’s smokeless stove, but since millions thought the man was giving up grass, the video went viral overnight.