Snoop Dogg partners with Treasury’s 19 Crimes on debut TV campaign

US rap star Snoop Dogg has partnered with Treasury’s 19 Crimes wine brand on a new advertisiting campaign timed to coincide with the NBA finals, the first time the brand has appeared on TV.

It follows an earlier collaboration between the rapper and wine company, which saw the launch of TWEs’ first Californian wine, Snoop Cali Red last year. According to data from IRI, more than 20% of buyers of the Snoop Cali Red were new to the category.

It will comprise of a 15 second and a 30 second commercial, which will be shown across 5 broadcast networks and 4 advanced TV networks during July. The brand is planning “an all-out pop-culture takeover” to coincide with the National Basketball Association (NBA) Finals with ads airing on ESPN on ABC and TNT during the games, as well as showing on VH1, E!, Bravo and online video buy. According to the company, it is expected to reach over 60% of US households during the live NBA finals, which on average pulls in more than 18m viewers and is one of the most popular sporting events in the US.

In total it will have nearly 250 TV spots, on programs includuing Love & Hip Hop, E! True Hollywood Stories & Real Housewives.