Smoooth Dogg
Happy to have worked with one of the most talked-about campaigns of the past decade.
Our brilliant friends at DDB came up with the brilliant idea of collaborating with Snoop Dogg in what became the “Get Smoooth” campaign.
At the time, we were working closely with Klarna and were called in to craft the storytelling, messaging and global PR rollout.
When we learned that Snoop Dogg had invested in Klarna during the campaign build-out, we pivoted the communication to this fact — recognizing its potential to unlock far greater public interest than focusing on the campaign itself and chasing marketing buzz.
The story “Snoop Dogg becomes a shareholder in Klarna” instantly gave the collaboration credibility, authenticity and real business relevance — amplified as it spread across global media such as Forbes, CNBC and Business Insider, putting Klarna on the map and helping the brand reach new audiences.
The connection between Snoop and Klarna continued to be referenced for years — in the U.S. press, Klarna was often referred to as “the Snoop Dogg-backed Swedish Unicorn.”
“Klarna’s partnership with Snoop Dogg resonated - the fact that the rapper put his money where his mouth is and became a shareholder speaks to its authenticity”
— Management Today