Snoop Dogg’s Relax-tion Figure Finds New Ways to Chill for 19 Crimes Wine

Snoop Dogg is a larger-than-life presence, and 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.

Starting on April 12th, a new 19 Crimes Snoop Cali Blanc campaign will premier on linear TV and YouTube TV as well as on social media. Snoop Cali Blanc is on shelves now. In 'A New Way to Chill,' from 19 Crimes and agency 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. 

“Snoop Dogg is a busy man, and while his personality is chill, he hardly has the time to relax like Lil Snoop can,” says Linda Knight, chief creative officer at Observatory. “Lil Snoop is our second go of action figures, and they just add an extra piece of brand entertainment to 19 Crimes’ campaigns.” 

Observatory 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.

While Snoop Dogg is the face of the wine, Lil Snoop will be taking his place while he is on an international tour. Lil Snoop is set to make appearances and hold down the fort until Snoop is state-side again. 

“Snoop has been a dream collaborator and brought our 19 Crimes brand to the next level with the expansion of his Cali Collection,” says John Wardley, 19 Crimes franchise global vice president. “We couldn’t be more excited to introduce Snoop Cali Blanc to the rest of the world and introduce the first white wine to his legendary collection.”