The General teams up with Snoop Dogg
The General Insurance is starting the New Year off right with a new advertising campaign featuring the one and only Snoop D-O-double-G.
The new campaign, which includes television, digital and social media promotion, features Snoop driving a low rider sedan (hydraulics and all), a playful analogy to the auto insurer’s low rates.
CEO Tony DeSantis said, “When our customers need insurance, The General is the smart, quality choice they can rely on, regardless of their history.”
Research shows the rapper, actor and entrepreneur is extremely relatable to The General’s customer, so forming a connection between the brands was a strategic one. “The timing of this collaboration is perfect,” said Elicia Azali, senior vice president of marketing for The General. “We know a lot of our customers are shopping for car insurance this time of year, and we are excited to be making our brand even more relevant for our audience in the same lighthearted manner that we are known for today.” The new ads reflect that and will be seen nationwide.
So who can we thank for this newfound friendship? Long time brand ambassador: Shaquille O’Neal. While on set of a recent shoot with The General, Shaq shared a video in which Snoop sings the brand’s catchy jingle. Ten seconds later, Azali was face-to-face with Snoop via video chat on Shaq’s phone.
“Snoop was very warm and expressed interest in the brand. He said ‘I really want to work with you; I want to do something with The General.’”
”I love The General’s brand and what they stand for. They welcome all customers, no matter their history; that’s something I can stand behind,” mentioned Snoop Dogg.
In living out the company’s vision to Make Life Easier, The General also made a donation to the Snoop Youth Football League (SYFL), a non-profit youth organization founded to provide the opportunity for inner-city children to participate in youth football and cheer. For over 15 years, the SYFL has instilled the values of teamwork, discipline and self-respect into its youth participants. Snoop Dogg also launched the Snoop Special Stars as the Special Needs division of the Snoop Youth Football League servicing all individuals, ages 5 years and older, with any physical, mental, and or developmental disabilities.
The goal is to break the negative stigma surrounding Special Needs and to provide support and positive resources within inner city communities and surrounding areas.
The General is a non-standard auto insurance company, serving customers who may find it difficult to obtain insurance from other carriers at a reasonable rate. Part of the American Family Insurance group of companies, its products are primarily sold online and through call centers, as well as through independent agents, partners and American Family Insurance agents.