• Private login

    Continue in browser

    Log in to get an overview of your purchases, upcoming payments and settle them easily with one click.

  • Business login

    Log in to manage your orders, payout reports, store statistics, and general settings.

Snoop Dogg becomes a shareholder in Klarna and transforms into Smoooth Dogg

January 17, 2019




Stockholm, January 17, 2019 – Klarna, a leading global payment provider and bank, joins forces with rapper and global pop culture icon Snoop Dogg in order to bring the company’s communication concept of “Smoooth” to the next level. The collaboration entails Snoop Dogg becoming Smoooth Dogg and the face of a major campaign called “Get Smoooth”, as well as Snoop Dogg becoming a minor shareholder in Klarna.

As a communicative concept, “Smoooth” encapsulates Klarna’s strategy as well as its promise in a single word, meaning: removing friction from the world of pay later payments. To make this effort abundantly clear, the company now teams up with Snoop Dogg, arguably the smoothest man alive, on his journey to become even smoother, in the campaign “Get Smoooth”. For Snoop Dogg, this is part of his European investment 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. I’m very excited about this partnership,” says Snoop Dogg.

“Get Smoooth” refers to the fact that whether you are a consumer, a merchant or a famously smooth person as Snoop Dogg, Klarna’s products will make your everyday life a lot smoother and hassle-free. From smooth to smoooth.

Calvin Broadus, better known as Snoop Dogg, is an American rapper, record producer and actor. His music career began in 1992 when he was discovered by rapper and music producer Dr. Dre. He has since sold over 37 million albums worldwide. Snoop Dogg will acquire the shares from an existing Klarna shareholder. Klarna’s CEO Sebastian Siemiatkowski confirmed the partnership on Twitter and adds:

“Snoop is not only a rap legend, but also a successful businessman, with a genuine interest in tech, retail and e-commerce. He has a great understanding of consumer behavior and is exceptional when it comes to branding and marketing.” Siemiatkowski continues: “Teaming up with one of the smooothest persons alive, opens new doors to Klarna as we grow and develop as a company.”

Following the Get Smoooth campaign, Snoop Dogg and Klarna will shortly announce the next step of their collaboration, presenting a range of unique items enabling anyone to “Get Smoooth”.

The commercials featuring Snoop Dogg as Smoooth Dogg can be found through the links below:

The Coronation


Longest Toast


Silky Bed



For more information, please contact:

Communications @ Klarna.


About Klarna

It’s all about smoooth (yes, with 3 ooo’s). Klarna is Europe’s leading payments provider and a newly-licensed bank, which wants to revolutionise the payment experience for shoppers and merchants alike. Founded in Stockholm, Sweden, in 2005, the fintech unicorn gives online consumers various options to pay later — offering trusted, frictionless and smoooth checkout experiences.

Klarna now works with 100,000 merchants to offer payment solutions to users across Europe and North America. Klarna has 2,000 employees and is active in 14 countries. Klarna is backed by investors such as Sequoia Capital, Bestseller Group, Atomico, VISA and Permira.

About Snoop Dogg

Calvin Broadus, better known as Snoop Dogg, is an American rapper, record producer, television personality and actor. His music career began in 1992 when he was discovered by rapper and music producer Dr. Dre. Snoop Dogg has since sold over 37 million albums worldwide.