Snoop Dogg’s wine brand, Cali by Snoop, has dropped Kingz of Cali, a limited-edition release built around a personal tribute from the LA rapper to the late Tupac Shakur, marking 30 years since the launch of their single, ‘2 of Amerikaz Most Wanted’.
At the heart of the campaign is a 90” film starring Snoop Dogg, where he reflects on his friendship and bond with Tupac while revisiting archival footage from the 1996 ‘2 of Amerikaz Most Wanted’ music video shoot.
The film closes with Snoop pouring a little out for ‘Pac – a symbolic tribute he’ll also seed across social.
“It’s hard to believe it’s been 30 years since Pac and I got together to make ‘2 of Amerikaz Most Wanted.’ Nobody did it like us, and I can’t think of a better way to honour his legacy than with a drink,” said Snoop Dogg.
“This wine is perfect for celebrating with loved ones, and I’m looking forward to the people pourin’ a little out with me for my friend.”
TWE’s in-house agency Splash led the creative from end to end, from label design and brand world, through to campaign idea, film, and rollout shaping the tribute into a multi-channel cultural moment. The campaign will launch across OOH, social, augmented reality and film.
John Wardley senior vice president of brand, innovation, and partnerships at Treasury Wine Estates said: “It’s been an absolute privilege to work with Snoop Dogg and the Tupac Estate to develop a wine celebrating this historic collaboration, and worthy of two of Hip Hop’s greatest Icons,”
“The ‘Cali by Snoop’ range has always pushed the boundaries of traditional wine culture. We are proud to honour Tupac and Snoop’s legacy with a truly unique wine.”
Elsa Beaumont director of Splash said: “This campaign represents a step change for Splash. As our first global launch, we owned every aspect – from strategy through to creative, production and label design – bringing creativity closer to the business than ever before. We’re incredibly proud of the result,”
The film was produced in partnership with Guilty and directed by Christopher Tovo.
Released under the ‘Cali by Snoop’ collection, the brand takes on different names in global regions: ‘2 of Amerikaz Most Wanted’ in the US and ‘Kingz of Cali’ in Australia.
Tupac Shakur was fatally shot in 1996 in a drive-by attack. The hit was allegedly ordered by P Diddy, though nothing was ever proven in court.
Credits:
Splash (IHA Treasury Wine Estates)
Director: Elsa Beaumont
Creative Director: Tom Opie
Creative Director: Phil van Bruchem
Design Director: Marni Burger
Head of Business Management: Hayley Sparshott
Project Directors: Elyse Paone, / Claire Yencken
Art Director: Britt Manning
Copywriter: Eliza Katsourakis
Senior Designer: Matt Ebeling
Social editor: Maddy Bos
FA/Retoucher: Aaron Wood
Client (Treasury Wine Estates)
Managing Director: Angus Lilley
GM Marketing Strategy and Insights: Adele Felsch
Senior VP, Brands, Innovation and Partnerships, US: John Wardley
Head of Global Brand and Innovation, US: Fernanda Lopes
Global Innovation and Partnerships Manager, US: Courtney Lee
Global Brand Director, Cali By Snoop, US: Jon Solimando
Strategic Communications Leader, US: Susan Whitman Bell
Strategic Communications, US: Mariel Dozer
Brand Management, US: Oliva Prewitt & Gita Deshpande
Brand Management AU: Georgie Ingram
Marketing Manager, Shopper ANZ: Annie Cummins
Marketing manager Digital & Social: Ari Wytwornik
Production Company: Guilty
Director: Christopher Tovo
Producer: Jason Byrne
DOP: Calum Riddell
Stills Photographer: Christopher Tovo
Digital Operator: Jake Lowe
Stills Retoucher: SheTouch
Producer: Sheridan Wadelton
Production Manager: Jack Davies
Editor: Richard Hamer
Online/VFX: Jon Holmes
Colourist: Edel Rafferty
US Production: M*Star Studios
Producer: James Rohan
B – Cam Content: Sam Russo
Sound: Bang Bang
Sound Design/Composer: Sam Hopgood
Executive Producer: Holli Dee
Director: Polly McGregor
PR
US: The Romans & Brianne Pins
AU: Common State
Label
Illustration & Craft: T&DA (Technology & Design Agency)
Label Design & Artwork: Clay Andrews
