19 Crimes:
Snoop Dogg’s Cali Blanc

SNOOP DOGG’S RELAX-TION FIGURE FINDS NEW WAYS TO CHILL

Snoop Dogg is a larger-than-life presence, not just because he’s over 6 feet tall. But to introduce his newest wine, 19 Crimes Cali Blanc, Snoop is going miniature. Meet Snoop’s pint-sized persona, Lil Snoop, an action (or should we say “relax-tion”) figure taking over Snoop’s duties for his fourth Cali blend launch, a Sauvignon Blanc.

In “A New Way to Chill,” from 19 Crimes and Observatory, Lil Snoop is taking his chill to places the entertainment icon Snoop Dogg rarely has time to go — the pool, the spa, the bath. 

We worked with artist Dan Chung to make Lil Snoop. Known for sculpting poseable figures of celebrities, Chung was also responsible for the Martha Stewart action figure for 19 Crimes’ Martha’s Chard. Lil Snoop’s style perfectly mimics Snoop Dogg’s, down to the sunglasses, Snoop t-shirt, and sneakers.

The 19 Crimes Snoop Cali Blanc campaign premiered on linear TV and YouTube TV as well as on social media in April of 2023. 

Snoop was so inspired by our action figure that even before the campaign launched, he took it on tour and shared Lil Snoop’s exploits via a standalone Instagram account. When it was released, Ad Age, Adweek, and The Drum called out the campaign shorts as ‘of the day’ and ‘of the week’.