Dive Brief:
- Snoop Dogg is at the center of new summer marketing efforts from Corona and Jack in the Box, the latest in a long list of brand work for the rapper.
- Corona USA is opening the Corona Will Call Booth, an interactive digital site where Snoop serves as a guide helping visitors enter to win prizes from partners including MLB and LiveNation, per details shared with Marketing Dive. Consumers can access the experience by scanning QR codes on Corona products and adding their name to a will call list.
- Jack in the Box is focusing on a physical activation by rebranding a Los Angeles-area store as Dogg in tha Box, according to a press release. The pop-up running through July 2 promotes a custom Snoop Munchie Meal — also available at locations nationwide — and is outfitted with a Snoop-themed mural, throne and limited-edition merchandise.
Dive Insight:
Is there a “Snoopiverse,” as Jack in the Box termed it in the release? At least in the world of brand marketing, the rapper often feels ubiquitous, with the summer 2023 season no exception. While their pick of celebrity is the same, Jack in the Box and Corona demonstrate different ways marketers can leverage a brand ambassador who isn’t shy about piling on the endorsements. Snoop Dogg last year landed as the fourth most-sponsored musical artist by deal volume, according to tracking by SponsorUnited.
A long-standing partner with the “Gin and Juice” rapper, Corona is relying on Snoop’s recognizability and chill demeanor to raise awareness for a seasonal will-call program. The beer marketer, which is distributed by Constellation Brands in the U.S., has struck deals with the MLB and Live Nation to give consumers the chance to win when they purchase Corona products through Aug. 15.
The Corona Will Call booth carries prizes including Live Nation Concert Cash, two MLB tickets to a game of the participant’s choosing and travel vouchers for a three-day, two-night trip to a preferred destination. The virtual site can be accessed both via the web and by scanning QR codes labeled on packaging, adding a mobile component into the mix.
Conversely, Jack in the Box is applying Snoop’s star power for a brick-and-mortar play. The refurbished restaurant location in Inglewood, California, promotes Snoop’s Munchie Meal, a custom meal available nationwide that was first unveiled earlier this month. Hawking the preferred orders of celebrities has become a common tactic among fast food chains that are eager to reach young consumer groups like Gen Z and drive social media chatter.
While Jack in the Box customers around the U.S. can try out Snoop’s Munchie Meal, the Dogg in tha Box pop-up has some unique perks. Those include an exclusive Snoopadelic Shake that comes with every Munchie Meal purchase, low riders that harken back to Snoop’s history and ‘90s-themed, co-branded merchandise. The menu has also been “Snoopified,” with regular offerings renamed in the artist’s distinct parlance (Jalepenizzle Poppers and the D-O-Double-Jack, to name a few).
Jack in the Box is also playfully leaning into Snoop’s well-established love of cannabis. While the announcement makes no explicit reference to the substance, liberal appearances of the term “munchies” and the fact that the location is open 24 hours a day give away the game. Previously, the chain launched a “Jack’s Edible Assortments” campaign timed to 4/20, a popular holiday celebrating weed culture.
