Walmart is finally addressing claims from rapper Snoop Dogg that the multinational retail corporation intentionally sabotaged the sale of his “Snoop Cereal” brand.
Snoop and fellow rapper Master P alleged in the lawsuit that Walmart and other defendants were involved in “deceptive trade practices,” but the American corporation is denying all claims.
Walmart Denies Allegations Of Sabotage From Snoop Dogg
In a statement, a rep for the organization claimed, “Walmart values our relationships with our suppliers, and we have a strong history of supporting entrepreneurs. Many factors affect the sales of any given product, including consumer demand, seasonality, and price to name a few.”
Nevertheless, Walmart promised to respond “as appropriate with the Court once we are served with the complaint.” Attorney Ben Crump, who is representing the rapper, revealed that they are planning a lawsuit against Walmart and Post Foods.
According to Crump, Walmart allegedly prevented Snoop Cereal from being placed on store shelves while Post Foods used “deceptive practices” to sabotage the cereal brand. Snoop and Master P co-founded Broadus Foods in 2022 which is the home to Snoop Cereal and Momma Snoop.
Snoop Cereal just launched last summer with Cinnamon Toasteez, Fruity Hoopz with Marshmallows, and Frosted Drizzlers varieties. The company also tried to release Snoop Loopz but they were a trademark infringement pursued by Kellogg, which owns the Froot Loops cereal.
The “Drop It Like It’s Hot” rapper publicly spoke about the trademark infringement saga on social media. “So they don’t want us to use Snoop Loopz on our cereal box even though that’s that’s my name,” he began. “We’ve built a national brand and disrupted the cereal industry, we did it with hard work and integrity. I know they’re uncomfortable and scared. But our mission is to build diversity and economic empowerment. Times have changed.”
The award-winning rapper continued, “There’s enough room for all of us to be successful. This is bigger than us, we are fighting for the next generation of entrepreneurs. We’re no longer just being consumers, we’re educating the culture, building our own brands, and passing down generational wealth.”
Snoop concluded his statement, giving his followers hope as he wrote, “Broadus Foods is all about helping the community. It’s official we’re taking over the breakfast foods industry. They can’t stop us. It’s David versus Goliath. This is a minor setback for a major comeback.”
Snoop Dogg’s Give Up Smoke Ad Fails To Yield Results
Snoop’s upcoming lawsuit against Walmart comes after the rapper’s viral campaign for Solo Brands’ Smokeless Fire Pit failed to boost sales and affected the brand’s revenue.
Recall that the rapper sent the internet spiraling after she shared a post vowing to give up smoking, which many associated with his habitual marijuana consumption. However, it turned out to be a campaign advert for Solo Brands. However, the campaign didn’t achieve its intended result, causing CEO John Merris to reportedly lose his job.
Christopher Metz was unveiled as the new CEO. In the statement announcing the move, interim CFO Andrea Tarbox wrote, “While our unique marketing campaigns raised brand awareness of Solo Stove to an expanded and new audience of consumers, it did not lead to the sales lift that we had planned, which, combined with the increased marketing investments, negatively impacted our EBITDA. We believe there is a significant opportunity for us to build awareness and that these new campaigns will expand our reach and benefit our brands over the long term.”
As a result, Solo adjusted its 2023 numbers, with the revenue projection for the year being adjusted to between $490 million and $500 million, down from the initial estimate of $520 million to $540 million.
However, despite claims that Snoop’s viral ad failed to have an impact on the company’s revenue, Solo Brands spoke to The Blast about their position regarding the collaboration with the “Young Wild & Free” rapper, saying:
“Solo Brands’ recent marketing campaigns drove and continue to generate exposure to new audiences, enabling us to reach previously untapped customer categories. In particular, Solo Brands considers the viral Snoop Dogg campaign extremely successful. It inserted our Solo Stove brand into cultural conversations, dramatically increased exposure for Solo Stove and laid the groundwork for future opportunities.”
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