“Get Smooth” was the message shared by Snoop Dogg when he worked with Klarna on a campaign and this message has been adapted to “That’s Smoooth” for an all-new yet nostalgic campaign with Paris Hilton. The Y2K-style campaign revives the heiress’ trademark catchphrase in a way that also aligns with previous messaging from the brand.
Hilton was chosen to be the face of the campaign for several reasons, including the fact that she’s a shopper and a trendsetter herself, and consumers have grown up with her.
With this campaign, and other strategic moves, the company is appealing to a younger generation of shoppers, such as with a Spotify Wrapped-style, Instagram-friendly story feature that shows users all the ways they spent money in the last year.
