Dive Brief:

• Snoop Dogg is once again promoting Hot Pockets' new premium meats and buttery seasoned crusts, this time accompanied by model Kate Upton in a music video called "You Got What I Eat."
• The video is a take on Biz Markie's 1989 hit single "Just A Friend (You Got What I Need)" and pits crust against meat while utilizing psychedelic imagery and referencing marijuana.
• The microwavable sandwich brand is furthering the promotion with #TeamCrust and #TeamMeat hashtags.

Dive Insight:

The outlandish new video is a follow-up to Snoop Dogg's first spot for the company, "Pocket Like It's Hot." The not-so-subtle marijuana references are probably a bit much, but Hot Pockets is certainly pulling out all the stops to promote its new and improved meats and crusts to a younger demographic. At least the brand is having more luck with Snoop than Mountain Dew did with Lil' Wayne or Tyler, the Creator.