SNOOP 19 CRIMES WINE

The first ever rapping wine label and Snoops satnd in, Lil Snoop.

We created Snoop’s pint-sized persona, Lil Snoop, an action (or “relax-tion”) figure who took over real Snoop’s duties for his 19 Crimes Cali Blanc wine launch.

IDEA

As part of the Snoop 19 Crimes wine launch, we helped create the first-ever rapping wine label featuring the ever-loved Snoop Dogg track, “Who am I (What’s My Name)”. To activate the feature, people could scan the QR code located on the back of the bottle, and the Doggfather himself comes to life, ready to get the party poppin'.

For Snoops Cali blanc launch we worked with artist Dan Chung known for sculpting poseable figures of celebrities to create Lil Snoop. Lil Snoop’s style perfectly mimics Snoop Dogg’s, down to the sunglasses, Snoop t-shirt, and sneakers. We created multiple figures, expressions, and lots of content.

RESULT

Snoop loved the action figure so much he took Lil Snoop on tour, bringing him on stage over 70 times and shared behind the scenes photos of Lil Snoop on his Instagram page, even before we finished editing the campaign.

$19+ million in sales.

3 Ads of the Day by AdAge, Adweek and The Drum.