For adidas' holiday campaign, the recent reggae artist stars in an online film called 'The Cautionary Tale of Ebenezer Snoop'.
After a trip to Jamaica the rap artist decides to quit his hip hop roots and re-enter the world as "Snoop Lion."
The hemp book has perforated pages with lyrics of the rapper's songs written in non-toxic ink.
In partnership with toy and board-game company Hasbro, the airline announced the untimely end of 'Rico' and sent fans on the hunt for the celebrity killer.
According to a recent Nielsen report, the buzz generated by the "Write the Future" campaign exceeds that of official World Cup sponsor Adidas.