It’s more than a product, it’s a global act of defiance.
How do you spin an image problem to a money-making product branding? Well, the guys at Pereira & O’Dell certainly knows the trick for this.
When rapper Snoop Dogg was arrested with possession of Marijuana, everybody thought it would be a slap on the wrist for Snoop’s image issue. I mean, you see Snoop, you think of Mary Jane. Anyway…
What could have been an image problem became an opportunity to promote Snoop’s brand of rolling papers. And the result, the birth of Rolling Words, Snoop Dogg’s smokable songbook. Each page is an actual rolling paper (with one of Snoop’s greatest hits written on it) and a match-striking surface at the spine of the book. The book is made of hemp-related materials, with the cover, binding, and internal lining all made from hemp seed paper.
Rolling Words books were part of a limited-edition series and were handed out as giveaways at special events like Coachella Music Festival. The story gained major media attention, ranging from ABC to Time Magazine. The story had an average of 1 tweet per minute during 10 days. Products flew off the shelves.
Drop it like it’s hot