On November 16, Snoop Dogg shocked the world when he announced he would be quitting smoke. “After much consideration & conversation with my family, I’ve decided to give up smoke,” he wrote in the announcement on Instagram.

He even went so far as to post various selfies on social media, seemingly documenting how sobriety has been treating him. Now, though, there have been some interesting developments in Snoop’s “no smoke” aftermath.

Turns out, the post was a clever marketing ploy for a smokeless fire pit. On X, Snoop posted, “I’m done with smoke. I’m going smokeless with [Solo Stove].” Word choice is everything, clearly. He never said he was giving up smoking, everyone just jumped to that conclusion.

In the video posted on X, Snoop is seen sitting in a chair. “I have an announcement, I am giving up smoke,” he begins. “I know what you’re thinking ‘Snoop, smoke is kinda your whole thing’, but I’m done with it. Done with the coughing and my clothes smelling all sticky-icky. I’m going smokeless.”

He continued with the promotion: “Solo Stove fixed fire. They took out the smoke. Clever,” he says. Fans swarmed the comment section to discuss the collaboration and the clever fake-out days earlier.

“Bro had the world’s stoners questioning their life choices for this ad,” one person wrote. Another posted, “SoloStove must have spent the BAG. Like asking the Pope to give up preaching for a brand deal.”

Snoop has been on the ground floor of a few cannabis-related endeavors for a while. He launched his own cannabis brand, Leafs by Snoop, in 2015, and founded Casa Verde Capital that same year, which is the leading venture capital firm that focuses only on the cannabis industry. Additionally, with Casa Verde, Snoop launched Snazzle O’s last year, which are THC-infused onion rings.

In addition to his various cannabis adventures, Snoop also teased that he and Dr. Dre are working on a follow-up to Snoop’s 1993 debut album Doggystyle. This new album is called Missionary, but there hasn’t been an official release date set yet.