Snoop Dogg and Sustainability: The Best Marketing Campaign of the Year?
Snoop Dogg creates “small bubbles and a big impact” with SodaStream
“I don’t need to start a nature relief fund to save the planet from plastic waste. I simply enjoy fresh sparkling water with a nearly extinct friend. Think small, baby…”- Snoop Dogg and an animated sea turtle
To end the year on a high note, SodaStream launched an epic marketing campaign with Snoop Dogg on the board. The short, one-minute long video is not just convincing and genuinely funny but also serves a higher purpose. Namely, admiring the little things in life, and fighting plastic waste.
In the campaign, Snoop Dogg speaks to us from his Christmas residence about the importance of the small things. As the scene reveals itself, we get to know the hip-hop legend’s plans for Christmas 2020. He’s not planning a big party, he’ll just celebrate with his family at home — and bake some sort of gingerbread cookies. Lastly, he talks about sustainability and unpacks the most important message of the campaign with his new friend, a talking sea turtle.
Epic Collaboration: Snoop Dogg
As everybody knows D-O-Double G, Snoop Dogg, Snoop Dogg, collaborating with him means reaching an insanely big number of people. What is maybe even more important, his voice, charisma, humor, and incredibly unique style awakens some positive emotions in the audience. Also, he could manage to keep permanent cultural relevancy across the world. What else would companies need to market their products?
About the collaboration with the leading sparkling water company, Snoop Dogg reveals: “I love my SodaStream, so it was natural for me to partner up with them for this campaign. They make a great product and a big difference in the world. I am happy to help spread the love!”
Epic Purpose: Sustainability
The most important message of the campaign takes place in the second half of the video: Snoop Dogg delivers the importance of environmental issues in a truly unique way. He highlights that everybody can make a difference with their consumer behavior, even if it’s only a small thing. Every small thing matters. His turtle friend counts how many plastic bottles can be avoided if we use SodaStream sparkling water instead. Therefore, this holiday, we should rather give the Earth a gift by purchasing the company’s sparkling water maker.
It must be noted, though, that an increasing number of companies have started to realize people care about sustainability. It actually has huge marketing potential, and we as consumers should bear this in mind. In the following years, there will be a lot of “greenwashing” and purchasing countless seemingly sustainable products might not be the ultimate sustainable solution. Asking ourselves the question before buying something, “Do I really need this?,” would definitely be a better approach.
Epic Timing: Just Before the Christmas Shopping
What to buy for our beloved ones for Christmas? A question that has never been so hard as it is in the year 2020. As most of us don’t have the possibility to go Christmas shopping, because the stores are closed in most countries, the only remaining option is online shopping. Companies count on this very much. The better their media coverage, advertising, and word-of-mouth effect are, the more products they will be able to sell.
Therefore, timing is incredibly important this year. If a Christmas advertisement is too early, people might think it is simply ridiculous. However, if it is too late, companies can lose customers, who already purchased the presents. Also, items might not get delivered in time.
SodaStream’s campaign was released just in time, on the 17th of November. The date is late enough after Halloween time, but only five weeks before the holidays.
Epic Emotions: “The Small Things” and Humor
Emotions are inevitable in the world of marketing in our century. Still, without a clear connection between the product and the emotions, advertisements might feel awkward. They can fail shamelessly, leaving the potential customers in doubt about what the actual product is about.
SodaStream's campaign cannot be further away from this category.
From the beginning on, it is crystal clear that Snoop drinks soda water. He shows us, even though it’s a small thing to drink tasty soda, it matters a lot to him. We should all embrace the small things in life. It doesn’t matter that we cannot organize noisy and crowded Christmas gatherings this year. Spending time with our families and baking cookies with them can be just as precious as a big party.
“2020 taught us that the small things are the most meaningful.” — SodaStream
The whole story is packed in a genuinely entertaining way, with underlying jokes about the lifestyle of the hip-hop legend. Why is he always so happy? Why does his Christmas residence look like an imaginative gingerbread house? Or how is he able to see and talk with a huge sea turtle?
All in all, there is a lot to discover in this short, one-minute advertisement.
Did You Enjoy It?
To wrap up the whole story, SodaStream managed to bind together meaningful messages with their product in the most pleasant and entertaining way and deliver it with a legendary person in the best timing possible.
“At SodaStream, we always encourage people to make a positive change. This year we really went all in to deliver a campaign everyone can relate to, a campaign on what’s important. SodaStream is the ultimate small change to reduce single-use plastic waste, and Snoop Dogg is a great partner to help widely spread this message in a fun way.” — Karin Schifter Maor, SodaStream global CMO.