The “Drop It Like It’s Hot” rhymer uploaded a video to Instagram that revealed his plan all along. “I have an announcement; I’m giving up smoke. I know what you’re thinking: ‘Snoop, smoke is kind of your whole thing.’ But I’m done with it, done with the coughing and my clothes smelling all sticky. I’m going smokeless,” he says as the camera pans out to reveal his latest co-signed product. “Solo Stove fixed fire. They take out the smoke. Clever.”

The brilliant advertisement ends with the 52-year-old hitmaker roasting marshmallows by the smokeless fire contraption and laughing, aware that he has pulled off another successful marketing scheme.

Viewers were receptive to the playful trick, as one of the top comments under the ad reads, “I KNEW IT!!! Lmaooo ‘SMOKE’ was waaay too vague.” The official X Games account also chimed in, “This is a better twist than any movie has ever written.”

As expected, many people reacted with doubt and skepticism after the initial announcement last week, because Snoop’s affinity for smoking weed is well-documented. One of the most-liked comments referenced April Fool’s Day, reading, “This isn’t even the first of April yet are you high right now?”

However, it’s worth noting that some fans caught on early, pointing out the word usage. “He didn’t say ‘smoking’ he said ‘smoke,'” a commenter echoed.

The official Solo Stove site further details the fun partnership, revealing other add-ons and products included in the collaboration. “Introducing the Snoop Stove: the Fire Pit hot enough to make the Doggfather go smokeless,” the statement reads. “Quantities are limited, so don’t miss your chance to blaze like Snoop this holiday season. Includes a limited edition Bonfire 2.0 Fire Pit laser etched in Ash Stand, Going Smokeless bucket hat, and custom collab sticker pack.”