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The limited-edition drink sells for $10.31, a clever nod to October 31. The company originally launched the collaboration on April 20 (“4/20,” naturally), but decided to bring it back for another round.
Celebrity authenticity: The new gold standard
Red Lobster’s move isn’t just a stunt — it’s a case study in how authenticity wins.
Snoop’s love of Skittles isn’t corporate invention. He’s been spotted eating the rainbow candy during The Voice, at the Olympics, and practically everywhere he goes. As he once joked, “I’m sweet.”
That’s the kind of real-life brand connection money can’t fake.
Other brands have seen the power of this formula. McDonald’s has turned celebrity meals into gold, from Travis Scott’s record-breaking “Cactus Jack” meal to partnerships with BTS and J Balvin that sent app downloads through the roof.
KFC tapped into its Kentucky roots with Jack Harlow. Dunkin’ made waves teaming up with Ice Spice for a “Munchkin-blended” coffee drink that played off her pumpkin-spice-colored hair.
When it works, it really works — because customers can smell authenticity a mile away.
The difference between smart marketing and desperate copycats
Plenty of companies have tried and failed to jump on the celebrity-collab bandwagon.
Saweetie’s McDonald’s meal? Just another Big Mac and fries. 21 Pilots’ Chipotle burrito? Boring and forgettable. These partnerships flopped because they didn’t feel real.
But when Justin Bieber launched Timbiebs Timbits with Tim Hortons — or Megan Thee Stallion brought her southern flair to Popeyes and even became a franchisee — it worked. Those collaborations made sense.
The winners tell a story. The losers just slap a name on a menu.
Red Lobster’s blueprint for a real comeback
When Red Lobster went under in 2024, it had more than $1 billion in debt and less than $30 million in cash. Its infamous “endless shrimp” deal had turned into a financial nightmare, bleeding $11 million in losses.
But under new ownership by Fortress Investment Group and new CEO Damola Adamolekun — a turnaround specialist from P.F. Chang’s — the company is proving that creativity beats cost-cutting.
Instead of closing more stores, Red Lobster doubled down on cultural buzz. By teaming up with two of the most iconic figures in hip-hop, they turned a $10 cocktail into a nationwide talking point.
And that’s the point: you don’t have to spend millions to make millions — not if you understand your audience.
A message to every struggling brand in America
The Halloween collaboration isn’t just about selling drinks. It’s a masterclass in brand resurrection.
When a company’s back is against the wall, the easy move is to cut corners. But the smarter play is to reconnect with customers — to make them feel something again.
Red Lobster did that with humor, nostalgia, and authenticity.
“The Side Hustle by Dre & Snoop” proves that even a bankrupt brand can come back swinging — if it knows how to make people smile, sip, and share.
If Red Lobster can rise from the dead with a gin cocktail, a bag of Skittles, and two hip-hop legends, then there’s hope for every struggling business in America.
Sometimes, all it takes to save a sinking ship… is a side hustle.
