Aside from his rap career, Snoop Dogg has become somewhat of a serial entrepreneur over the years. His brands include Indoggo gin, cannabis brand Leafs By Snoop, Snoop Cereal in collaboration with Post and a wine line launched in 2020 in collaboration with winemaker 19 Crimes. Next, Snoop Dogg wants to dominate the ever-expanding pet category with his latest venture, Snoop Doggie Doggs.
After launching on its own website and on Amazon in late 2022, the brand will enter retailers such as Petco, PetSmart and Kohl’s this month. The line currently consists of dog clothes, toys and accessories such as harnesses, hats and food bowls. The pet line is in local pet chains such as Healthy Spot and Pet Supplies Plus, and also sells to independent stores through Faire and Wholesale Pet. As the pet category continues to grow, there are headwinds new pet brands face — such as reduced spending on non-trust items. But according to the company, a celebrity founder and luxurious designs help differentiate its pieces among a crowded field.
Snoop Doggie Doggs was definitely built around the appeal of Snoop Dogg himself, said April Guidone, COO of SMAC Entertainment, the talent agency that helped launch the brand in partnership with producer Little Earth Productions. As a longtime pet parent, Snoop Dogg currently taking care of of 11 dogs and two cats.
“The line is for fans of Snoop’s and his style, and he crosses generations in his audience,” Guidone said. It includes different collections like the blinged out “Off The Chain,” the pink “Boss Lady” and “Throw a Dogg a Bone.”
“Everything is a little extra, so we think it’s going to be different from what’s out there,” said Ava DeMarco, co-founder and CEO of Little Earth Productions, which helped create and produce the line. For example, the pet bowl is gold and heavy, and features chains and the sports jerseys feature crystals. “The pieces are well made, but it’s really fun for people to put on their pets and post pictures of them,” he said.
DeMarco added that the Amazon launch was to make “an exclusive initial splash.” He said the products “have had a good response” over the past six months. Although the company did not share exact sales numbers, this month Snoop Doggie Doggs saw a 450% online sales growth compared to the launch phase throughout November and December.
DeMarco said the brand’s ability to secure multiple retail launches at once has helped Little Earth’s current relationships with retailers. The company works with major chains to supply licensed sports merchandise in partnership with leagues such as the NFL, NHL and MLB. “They know our track record with these other brands,” DeMarco said.
Snoop Dogg himself is a major marketing game, especially on social media platforms like Instagram and TikTok, where he has more than 100 million followers. Some of the retailers will feature in-store promotions and displays for the launch of the line. Personal events to drum up buzz are also a big part of marketing. Recently, Snoop Dogg’s wife and entrepreneur Shante Broadus showed up at a Pet Health event with the couple’s dogs. “Snoop also has a lot of celebrity friends who have pets, so we do a lot of influencer gifts,” Guidone said.
DeMarco said the brand has a two-tier approach to merchandising, targeting both in-store and online shoppers. For example, he said, brick-and-mortar SKUs are more prone to impulse purchases. Snoop Doggie Doggs apparel fits “large dog” sizes, with prices ranging from $14.99 to $99.99. “Online is where you’ll find more high-end items, like the gold bowl that retails for $75,” he explained. Little Earth has also created some exclusive pieces for select retailers, such as a dog bandana sold only at Kohl’s.
This time, pet brands that don’t sell food have to work harder to stand out. Brad Jashinsky, director analyst at research firm Gartner’s marketing practice, said that despite some softening, pet products continue to grow – especially in essentials like food and Health services.
Jashinsky noted that both Petco and Chewy saw year-over-year net sales increases in the first quarter of this year. However, pet parents are giving up things they don’t use, such as clothing and accessories while continuing to buy food brands their pets are used to.
He added that while this category faces challenges related to inflation, there are some bright spots such as the growing trend of pet Halloween costumes. “This is why retailers are looking to constantly refresh their non-discretionary aisles to encourage impulse buying,” Jashinsky said. “That’s where collaborations like Petsmart’s ‘Stranger Things’ line or a celebrity-driven brand like Snoop Dogg’s can have an advantage.”
DeMarco said Snoop Doggie Doggs is positioned as a giftable, novelty brand — which he said will help differentiate it, especially at the end of the holiday season. “We will have many new items to delight pet parents in the coming months,” he said.
