Petco and Snoop Dogg Play on Rapper’s Pooch Persona in New Campaign

Snoop Dogg and Petco have teamed up for a new pet health ad campaign that features the rapper portraying a humanized version of a Doberman pinscher.

Through the campaign, Snoop Dogg highlights his preferred choices from Petco’s selection of treats, toys and beds, aiming to provide recommendations for the well-being of pets.

For the campaign, Petco introduced a new 30-second commercial starring the 51-year-old rapper, where he can be found humorously reflecting on his optimal state as the “Ultimate DOGG.” Playfully pondering the key to his well-being, he credits Petco for ensuring his health while maintaining affordability.

In a press release announcing the campaign, the pet supply and care company said the new campaign is the latest iteration of its longstanding “It’s What We’d Want If We Were Pets” platform.

Describing the commercial, Petco drew parallels to Snoop Dogg’s iconic 1993 music video for “Who am I?” from his debut album “Doggystyle,” where he transformed into a Doberman.

“It takes a Dogg to know a dog,” said Petco in an Instagram post.

Snoop Dogg Product Line Rolled In

The collaboration follows the launch of Snoop Dogg’s own pet line called Snoop Doggie Doggs, which is described on its website as “pet products fit for royalty.”

“If my dogs ain’t fresh I ain’t fresh,” Snoop Dogg said at the time of the product line launch in November 2022.

Fast forward to 2023, and Petco said the rapper is a “committed pet parent and grandparent” to dogs, cats and reptiles. The company said the Snoop Doggie Doggs line of products will be available at Petco stores nationwide beginning in August.

“When it comes to shopping for my pets, I choose stuff for them I’d choose for myself. My pets gotta look good, feel good, smell good,” Snoop Dogg said in the announcement. “But it’s hard to know how to keep our pets healthy and happy when they can’t tell us what they need. When I shop at Petco, it’s all there, even my own pet line, Snoop Doggie Doggs.”

The Pet Industry Talks Essentials

Pet essentials have become the central theme in the pet industry.

Earlier this month PYMNTS reported that Chewy experienced its most substantial surge in nearly four years, driven by the pet products retailer’s impressive sales performance that exceeded expectations.

In a May 31 earnings release, Chewy CEO Sumit Singh said the company achieved record-breaking levels in net sales per active customer and sales through Autoship, which offers prescription refills, discounts and scheduled deliveries of supplies.

Read more: Chewy’s Recurring Orders Drive Growth and Investor Enthusiasm

For its part, PetSmart revealed a partnership with Instacart to provide same-day delivery from 1,500 PetSmart stores in the United States, making it easier for pet parents to get pet essentials.

See also: Instacart and PetSmart Partner on Same-Day Delivery Across US

Snoop Dogg’s Top Petco Essentials:

For those curious about Snoop Dogg’s Petco Picks, his selected items include WholeHearted Peanut Butter Training Treats and Crazy Dog Mini Pizza Treats. He also suggests the EveryYay Road Trippin’ Car Hammock and the Sherpa Deluxe Travel Pet Carrier, among a number of other recommendations.

Petco’s Snoop Dogg campaign is expected to run throughout the year, spanning multiple platforms including digital, social media and television.