Big Snoop Dogg, well-known for his activities both on and offline, is promoting another brand using social media. Blast by Colt 45 is his new thing and some are not very happy about it. Paul Porter, founder of the media watchdog group Industry Ears, is one of those people. While Snoop and Pabst reach out to their audience via YouTube, Twitter, Facebook, and video, Porter is using his website and other resources to combat the Blast campaign and raise awareness.
The problem is that the Blast Colt 45 appears to be geared toward a younger crowd. The packaging is colorful and reminiscent of your average energy drink, but the drink is a fruity mixture weighing in at 12% alcohol content. It’s cheap and mostly available in urban areas. Snoop is featured on the Colt 45 Facebook Page and in other print ads holding the drink. Blast’s Twitter account (@blastbycolt) is mentioning @snoopdogg whenever possible. He also featured Blast by Colt at his Album Release Party and video of the event was posted on YouTube.
For 4/20, Snoop was hanging out on Ustream playing music and doing…uh…4/20 things. About 24 minutes into the recording, Snoop requests a few cans of Blast to set up in his background. After encouraging viewers to drink Pepsi “cuz Snoop Dogg says so,” he blasts MSNBC for saying he’s selling Blast to the kids. With slim red and purple cans in the background, he says Blast is for adults.
Paul Porter has been reaching out to artists on Twitter who may be unwittingly promoting Blast by Colt 45 drinks. He received a response from Talib Kweli, who removed Blast from a recent show promo.
@RealTalibKweli Talib Kweli GreeneSo on 4-20 I will be at the Granada in Lawrence Kansas but Colt45 is no longer involved in the show promo. Thank yall (fans) for alerting me.
Blacks are large consumers of content via mobile and big social media users, so it’s usually good to see digital marketing companies finally getting it and reaching out to us where we live. In this case, though, I don’t think we need what they’re pushing. Porter is still awaiting responses from Snoop, Raekwon , Zion I and Grouch on their upcoming Blast-affiliated events.
via The Root