SNOOP DOGG DM, Design & Branding SNOOP DOGG'S ROLLING WORDS by Pereira & O'Dell San Francisco

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Industry Books
Media Direct marketing, Design & Branding
Market United States
Agency Pereira & O'Dell San Francisco
Copywriter Arício Fortes, Pj Pereira
Producer Bill Spangler
Illustrator Paulo Coelho Santos
Released March 2012


Clio Awards, 2013
Design Direct Marketing Bronze

Credits & Description

Category: Promotional Item Design
Advertiser: SNOOP DOGG
Chief Creative Officer: PJ Pereira (Pereira O'Dell)
Creative Director: Aricio Fortes (Pereira O'Dell)
Creative Director: Paulo Coelho (Pereira O'Dell)
Copywriter: Aricio Fortes (Pereira O'Dell)
Copywriter: PJ Pereira (Pereira O'Dell)
Art Director: Paulo Coelho (Pereira O'Dell)
Illustrator: Paulo Coelho (Pereira O'Dell)
Print Producer: Drew Saucedo (Pereira O'Dell)
Calligrapher: Rob Mangobrang (Rob Mangobrang)
Post Production: Laundry (Laundry)
Account Director: Colin Spooner (Pereira O'Dell)
Book Binder: (Taurus Book Bindery/Almaden Press)
Producer: Bill Spangler (Pereira O'Dell)
Media placement: Book - Rep Distribution, SXSW, Coachella - 13 March 2012
Describe the brief from the client
Hip-hop superstar, Snoop Dogg, was launching his own brand of rolling papers and needed an impactful execution to differentiate his rolling papers brand from others.
Describe the challenges and key objectives
Snoop Dogg is a famous marijuana activist and obvious expert on the subject. We needed to leverage Snoop’s marijuana legacy while doing something impactful for influencers.
Describe how you arrived at the final design
Besides being an outspoken marijuana activist, Snoop Dogg is also a prolific hip-hop musician. Therefore, we brought these 2 worlds together to create Snoop Dogg’s Smokable Songbook. Each page is an actual rolling paper with 1 of Snoop’s greatest hits written on it, in non-toxic ink. The entire book is made of hemp-related materials: the cover, the binding and the internal lining. In addition, the book's spine is a match striker. The Rolling Words books were part of a limited-edition series, handed out as giveaways to influencers at special events like South by Southwest and The Coachella Music Festival.
Give some indication of how successful the outcome was in the market
Rolling Words has generated an enthusiasm that is unparalleled in the history of rolling papers marketing, with everyone from the hip-hop press to marijuana blogs to marketing publications talking about the story. Fans started sharing the story immediately via Facebook, Twitter, and YouTube. In addition, Stampede Management, Snoop Dogg’s career management company, is turning Rolling Words from a promotional giveaway into an actual product, soon to be for sale.