‘I’m Here to Get Money’: Snoop Dogg on Securing the Best Endorsement Deals

Snoop Dogg explains how he often gets the better end of a deal when brands seek his endorsement.

NEWARK, NEW JERSEY – AUGUST 28: Snoop Dogg attends the 2022 MTV VMAs at Prudential Center on August 28, 2022 in Newark, New Jersey. (Photo by Jeff Kravitz/Getty Images for MTV/Paramount Global)

As he told Tiffany Haddish on his GGN podcast on Sept. 26, 2023, she was curious about how he secured three alcohol sponsorships. He mentioned that he is aware brands recognize the value his endorsement carries globally. The interview has resurfaced on social.

When brands realize that Snoop’s presence can break barriers and unite consumers, they become more willing to accommodate his demands, according to Snoop.

“You got these endorsement deals on lock. I want to learn that,” Haddish told Snoop Dogg. “You got three different alcohol brands, going at the same damn time. How do you do it?”

“You know what is, Tiff? You gotta tell them what you want instead of them telling you what is going to be,” Snoop’s replied. “They need you, and if they want you they going to play your game.”

The “Gin & Juice” rapper also made a stark statement, that despite his endorsements of three alcoholic beverages — Indoggo Gin, 19 Crimes Wine, and Corona beer — he does not actually consume them.

“I don’t drink none of that s—t,” Snoop said, causing Haddish and his stage floor to break out in laughter. “You don’t pay me to drink it, you pay me to promote it. So, I’m not here to get drunk. I’m here to get money.”

With an estimated net worth of $150 million, Snoop Dogg’s branding is as notable as his impact on hip-hop.

As Finurah previously reported, he has leveraged his status to acquire Death Row Records, create a cereal in collaboration with fellow rapper and mentor Master P, trademark his name to capitalize on his weed-centric lifestyle, blending relaxation with street credibility, and launch a sneaker deal with Skechers.

Snoop Dogg’s endorsements can generate massive social media engagement. His partnership with Solo Stove, for example, amassed 31 million likes, comments, and shares, with 1.2 million brand mentions and an estimated exposure value of $43.5 million, according to CMO Alliance. Such collaborations boost brand visibility, as seen with Solo Stove gaining 60,000 new followers and receiving over 19.5 billion global impressions.

The only downside of Snoop’s endorsement, as with all influencer collaborations, is that a branding mismatch can undermine its effectiveness, regardless of exposure. If the celebrity’s image does not align with the brand’s target audience, the impact can be diminished. 

In the Solo Stove campaign, Snoop’s edgy persona clashed with the brand’s family-friendly image, resulting in a lesser impact on sales than anticipated. 

Despite the buzz, celebrity endorsements do not always directly translate into increased sales but can attract new audiences over time. 

For brands with tighter budgets, partnering with smaller influencers or reality TV personalities can be a more cost-effective strategy.

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