Problem: After gaining viral attention with their 2023 Snoop Dogg campaign, Solo Stove never saw a significant increase in sales, suggesting they reached the wrong audience in their effort to expand. Before this campaign, Solo Stoves had traditionally targeted outdoor enthusiasts.

Insight: Based on online reviews and articles, most people use their smokeless fire pits for hosting gatherings and bringing people together. Despite this strong theme of community, no smokeless fire pit companies have established a strong association with it.

Solution: Create a campaign that establishes a brand identity for Solo Stove by putting community and connection at the forefront of its messaging while straying from the traditional outdoor imagery that is used by every competitor.