Solo Brands, the maker of electronic cigarettes and vaporizers, has announced that it has terminated its CEO, James Park, following the backlash from its controversial partnership with rapper Snoop Dogg.

The company had hired Snoop Dogg as its brand ambassador in September 2023, and launched a campaign that claimed the rap icon had quit smoking and switched to Solo products. The campaign generated a lot of buzz and media attention, but also sparked criticism from fans, health advocates, and regulators.

In December 2023, Snoop Dogg revealed that the whole campaign was a hoax, and that he had never given up smoking. He said that he was paid $10 million by Solo Brands to pretend to use their products, and that it was all part of a “social experiment” to test the loyalty of his fans and the credibility of the media.

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The revelation caused a public outcry and a sharp drop in Solo Brands’ sales and stock price. The company also faced legal action from several customers who felt deceived and misled by the campaign. The U.S. Food and Drug Administration (FDA) also launched an investigation into the company’s marketing practices and compliance with tobacco regulations.

In a statement released on Tuesday, Solo Brands’ board of directors said that they had decided to fire Park, who had spearheaded the partnership with Snoop Dogg, and that they were looking for a new CEO who could restore the company’s reputation and profitability.

“We deeply regret the negative impact that our partnership with Snoop Dogg has had on our customers, shareholders, employees, and the public. We acknowledge that it was a mistake and a breach of trust, and we take full responsibility for it. We have terminated our contract with Snoop Dogg and our CEO, James Park, effective immediately. We are committed to learning from this experience and improving our business practices and corporate governance. We are also cooperating fully with the FDA and other authorities to resolve any outstanding issues. We thank our loyal customers for their continued support and we apologize for any inconvenience or disappointment caused by this incident,” the statement read.

Snoop Dogg has not commented on the news of Park’s firing, but he has previously defended his role in the campaign, saying that he was just having fun and that he did not intend to harm anyone.

“I’m an entertainer, not a role model. I was just playing a character, like I do in my movies and music. I don’t owe anyone an explanation for what I do with my life. I’m not here to promote or endorse anything, I’m here to make art and make people laugh. If you don’t like it, don’t watch it. It’s that simple,” he said in an interview with Rolling Stone magazine in January 2024.