From 'Doggystyle' to Doggie Treats: Snoop Dogg Sniffs Out a New Partnership with Petco

Rapper Snoop Dogg has partnered with Petco Health and Wellness Company Inc WOOF ad campaign in which he plays the human version of a Doberman pinscher.

The collaboration features Petco Picks by Snoop, which include toys, treats, and grooming supplies. In the 30-second spot, the 51-year-old rapper wonders – as the "Ultimate DOGG." 

Petco added in the release, "In the film, Snoop's familiar pet persona is the epitome of health thanks to the high-quality – yet wallet-friendly – nutrition, supplies, and care he gets from Petco." 

The company called the ad "aptly reminiscent" of Snoop's 1993 music video for "Who am I?" when he morphed into a Doberman on his debut album "Doggystyle." 

Snoop also has his pet line Snoop Doggie Doggs, which its website calls "pet products for royalty." 

Petco called Snoop a "longtime pet parent and grandparent to dogs, cats and reptiles" in the release, adding that his Snoop Doggie Doggs' line would be available at Petco stores nationally in August. 

Petco said the campaign partnership will run through the end of the year and include digital, social, and TV content, including behind-the-scenes footage of Snoop and his pets and his thoughts on being a dog dad.

In 2022, American pet owners spent about $136.8 billion, a 13.2% increase from the previous year, according to an American Pet Products Association survey.

The cost for pet services, including veterinary care, was up 10.6% year over year in May, according to the U.S. Department of Labor. The department said pet food costs were up 13.8% during the same period.

Price Action: WOOF stock is down 0.58% at $8.52 premarket on the last check Thursday.