Design > Graphic Design & Design Crafts

SNOOP DOGG'S ROLLING WORDS

PEREIRA & O'DELL, San Francisco / SNOOP DOGG / 2012

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Overview

Credits

Overview

BriefExplanation

Hip-hop superstar, Snoop Dogg, was launching his own brand of rolling papers and needed an impactful execution to differentiate his rolling papers brand from others.

ClientBriefOrObjective

Snoop Dogg is a famous marijuana activist, and obvious expert on the subject. We needed to leverage Snoop’s marijuana legacy while doing something impactful for influencers.

Effectiveness

Rolling Words has generated an enthusiasm that is unparalleled in the history of rolling papers marketing; with everyone from the hip-hop press to marijuana blogs to marketing publications talking about the story. Fans started sharing the story immediately via Facebook, Twitter, and YouTube. In addition, Stampede Management, Snoop Dogg’s career management company, is turning Rolling Words from a promotional giveaway into an actual product, soon to be for sale.

Execution

Besides being an outspoken marijuana activist, Snoop Dogg is also a prolific hip-hop musician. Therefore, we brought these 2 worlds together to create Snoop Dogg’s Smokable Songbook. Each page is an actual rolling paper with 1 of Snoop’s greatest hits written on it, in non-toxic ink. The entire book is made of hemp-related materials: the cover, the binding and the internal lining. In addition, the book's spine is a match striker. The Rolling Words books were part of a limited-edition series, handed out as giveaways to influencers at special events like South by Southwest and The Coachella Music Festival.

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