Klarna unveils Snoop Dogg as face of campaign
Date Posted: Friday 18th January 2019
Klarna, a leading global payment provider with retail partners such as ASOS, Topshop and Finery, has announced that it has joined forces with rapper and pop culture icon Snoop Dogg in order to bring the company’s communication concept “Smoooth” to the next level. The collaboration entails Snoop Dogg becoming Smoooth Dogg, and the face of its campaign “Get Smoooth”, which will be launched by a series of films and billboards across Europe. In addition to this, Snoop Dogg has become a minor shareholder in Klarna.
As a communicative concept, “Smoooth” encapsulates the company’s strategy as well as its promise in a single word, meaning: removing friction from the world of pay later payments. To make this effort clear, Klarna has produced three new averts starring Snoop Dogg and his journey to become even smoother in the campaign “Get Smoooth”. “Get Smoooth” refers to the fact that whether users are a consumer, a merchant or a famously smooth person as Snoop Dogg, Klarna’s products will make everyday life a lot smoother and hassle-free.
Snoop Dogg, who will acquire the shares from an existing Klarna shareholder, confirmed the deal on social media and commented: "I've been looking for an opportunity to expand my tech investment portfolio to Europe and seeing the way Klarna operates and how they challenge the status quo, I think it’s a match made in heaven. Being crowned Smoooth Dogg was only the beginning, we got much more in store coming up.”