To generate the most buzz with the "Gin & Juice" launch video, we built our entire approach around organic social. Posting on both Dr. Dre and Snoop Dogg’s social channels simultaneously allowed us to tap into a hype that only they together can generate.

With this posting strategy in mind, we created a film that would fuel discussion, speculation, and excitement from fans of Dre and Snoop.

Their collaborative posting, combined with a post from Eminem, helped the video reach millions of fans. The launch video proved successful in sparking audience conversation and genuine interest in the product.

Gangster movies have long been a part of hip hop culture. We leveraged this connection by making our own 2 minute gangster film in the style of Scorsese and Tarantino starring Snoop and Dre.

Given their historic impact on music, news of collaborations between Dr. Dre and Snoop Dogg always generate buzz among hip hop fans. The timing was perfect with Dre and Snoop's song, "Gin and Juice," the track that the product was named for, being celebrated for its 30th anniversary in the same year.

When our film was published on social, fans immediately started expressing their excitement in seeing Dre and Snoop working on a new project together, causing it to be shared and discussed widely.

After decades of success in both music and entrepreneurship, Dr. Dre and Snoop Dogg wanted to communicate the impact that their newest endeavor will have in an entirely new industry. To do so, Dre and Snoop were looking to create a piece of content that would announce the arrival of their latest collaboration, a beverage product called “Gin & Juice,” in a way that excites both their fans and audiences in general. Our brief was to create mass awareness and generate brand affinity and interest in the launch of Gin & Juice. To do this, we boiled it all down to a single objective - to make a piece of branded content that was intended purely for organic social. We even shot the entire short film exclusively in a vertical format.

We leveraged the connection between gangster movies and hip-hop culture by making our own 2 minute gangster film in the style of Scorsese and Tarantino starring Snoop and Dre.

Our film placed them in the woods at night as they were carrying out a mysterious plan which unravels as the story progresses. As the duo relaxes after a job well done, they enjoy a can of Gin & Juice, revealing the product for the first time to the masses.

By capturing the tone and ethos that Dre and Snoop embody in their music, we were able to generate hype for their new beverage collaboration in the same way they have always done whenever they release a new project.

Our strategy for the Gin & Juice product launch was driven by a deep understanding of cultural relevance and storytelling. Recognizing the 30-year anniversary of "Gin and Juice," we sought to create a cultural moment that would captivate the attention of the die-hard Dr. Dre and Snoop Dogg fans who grew up listening to The Chronic, as well as a new generation of social-first consumers. Dr. Dre and Snoop Dogg have dominant social presences, particularly on Instagram, with multi-generational follower bases. To win them over, we knew that nostalgia wouldn't be enough. We had to create a narrative that would resonate with not just hip-hop fans, but pop culture adherents in general. Making the most out of Instagram's feature set, we published the video in a collab post by both Dr. Dre and Snoop Dogg on Instagram Reels, taking into account current Instagram user behaviors.

We decided that the best way to communicate the impact of the Gin & Juice brand launch was entirely through organic social, on a scale as massive as Dr. Dre and Snoop Dogg's fanbase. Dre and Snoop launched the "Gin & Juice" video through a collaborative post from their Instagram accounts. The video was later published by Eminem to his social channels as well, giving the video millions of additional views.

Most importantly, it didn’t feel like an ad. It felt like a gangster movie with a little bit of key product placement. That’s what set it up to work so well on organic social and why fans and peers of Snoop and Dre reshared it and discussed on their own channels.

With the vast audience of Dre, Snoop, and Eminem's social accounts combined, we have received over 19 million views and over 1 million engagements to date.

The content succeeded in generating mass awareness and excitement for the launch of Gin & Juice. Specifically, it received over 19 million organic video views across all social, as well as over 1 million engagements (likes, comments, shares). The impact was swift with our newly launched Gin & Juice brand Instagram channel gaining tens of thousands of new followers and interest in the product skyrocketing.

With this newfound brand interest, sales figures have surpassed all expectations with consumers selecting Gin & Juice over many popular canned cocktail brands, often posting about their new Gin & Juice purchases on social. The video was also featured in numerous major publications such as Complex and USA Today.

Whether it be as guests on a talk show or the main characters in one of their iconic music videos, Dr. Dre and Snoop Dogg have consistently proven that they are one of the funniest duos in music. The two of them together, given the stark contrast in their personas, have a way of being both serious and funny at the exact same time.

The key was capturing their authentic dynamic as two characters in a gangster film. Luckily, their personas were tailor made for that genre, so it was natural to write the script with them having a comedic argument right before having to bury “something.”

A big part of what made this film successful was Dre and Snoops’ ability to switch tones effortlessly between being funny friends pushing each other’s buttons, and being intimidating mobsters with a dirty job to take care of. Fortunately, they were naturals.