Solo Stove Announces Inaugural Brand Ambassador Team After Viral Snoop Dogg Campaign

Solo Stove

Solo Stove has announced its inaugural Brand Ambassador team, aimed at 'connecting audiences to Solo Stove's passion for fire, cooking, and unforgettable moments.' The home and outdoor brand proudly presents its first members: Ann Kim, a James Beard Award-winning chef, and Zachary Fowler, an outdoorsman celebrated for winning the History Channel’s Alone and amassing over 1.5 million subscribers on his YouTube channel. Kim will spotlight the Pi Pizza Oven to make the fired grilled pizzas she’s become known for, while Fowler will feature Solo Stove's smokeless fire pits and grill accessories in his video content.

Why It Matters: This comes at the heels of its campaign with Snoop Dogg, which, despite its viral success, reportedly failed to translate into sales, possibly contributing to the departure of former CEO John Merris.

Now, Solo Stove is redirecting its focus to a brand ambassador program with a chance to drive better outcomes. While partnering with a celebrity like Snoop Dogg can generate headlines, Stove’s second attempt is poised to fare better due to partnering with creators that align with its target audience and can actually use the products in an organic way. Taking the always-on approach, as opposed to a one-off, is also important to note, as consumers typically need multiple exposures to a product before making a purchase.

Along with the newly launched ambassador program, Solo Stove has a Brand Reps program focused on working with creators to generate high-quality content to inspire people to get outside, reconnect, and gather with their Solo Stove products.