While His Critics Simmer Snoop’s Having a Blast

April 18, 2011  |  

(New York Times) — SINCE the 1980s, the actor Billy Dee Williams has appeared intermittently in advertising for Colt 45 malt liquor, often with a beautiful woman on his arm and accompanied by the slogan, “Works every time.” Now, to celebrate the introduction of a new product, Blast by Colt 45, a potent fruit-flavored beverage, the brand has a new pitchman, the rapper Snoop Dogg.  In a promotional video on YouTube, Snoop Dogg, a white fur coat over his shoulders and surrounded by models in skimpy dresses, poses for the photographer Estevan Oriol while holding cans of Blast and the original Colt 45. The photos will be used for promotional purposes, like making 7-foot cardboard cutouts featuring the rapper for in-store displays, and for delivery truck decals.  Blast initially is focusing on “viral campaigns with Twitter, Facebook and blogs,” said Evan Metropoulos, who with his brother, Daren, runs Colt 45 as an owner of the Pabst Brewing Company, the brand’s parent company. Pabst was bought in 2010 by Metropoulos & Company, an investment firm started by their father, Dean.

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