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Snoop Dogg becomes shareholder in Klarna

American rapper Snoop Dogg has become the face of payment provider Klarna’s ‘Get Smoooth’ campaign.

Referred to as ‘Smoooth Dogg’ for the purpose of the ad, the rapper has also become a shareholder in the company.

The concept of the campaign, featuring three separate TV adverts, aims to frame Klarna’s aim of providing a friction-free experience to customers. It features a series of videos all starring Snoop and a group of afghan hound dogs.


Snoop says the investment is part of his wider European strategy.

“I’ve been looking for an opportunity to expand my tech investment portfolio to Europe and seeing the way Klarna operates and how they challenge the status quo, I think it’s a match made in heaven,” said Snoop whose real name is Calvin Broadus.

Sebastian Siemiatkowski, CEO at Klarna, also said that Snoop was ‘exceptional’ in branding and marketing.

“Snoop is not only a rap legend but also a successful businessman, with a genuine interest in tech, retail and ecommerce. Teaming up with one of the smoothest people alive opens new doors to Klarna as we grow and develop as a company.”

Following the campaign, the company and Snoop are set to launch a range of products to help customers get smooth.

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