BIC Taps Snoop Dogg, Martha Stewart for New Ad

Spot highlights the BIC EZ Reach lighter
Stewart and Snoop Dog lighter
Photograph courtesy of BIC

SHELTON, Conn. —BIC is partnering with Snoop Dogg, Martha Stewart and Marquee Brands to launch an advertising campaign for the BIC EZ Reach lighter.

The lighter features a 1.45-inch-long extended wand on a body the size of a pocket lighter. The product is designed for lighting hard-to-reach places while helping to keep fingers away from the flame.

Snoop Dogg and Stewart will highlight the BIC EZ Reach lighter with the release of the “Pass It” ad. The spot features the duo using the lighter while relaxing outdoors.

“Our BIC EZ Reach lighter is the ultimate lighter for all lighting occasions, and we thought who better to partner with than this iconic duo who knows all about lighting up candles, grills and more,” said Mary Fox, general manager of BIC North America. “The new campaign featuring Snoop Dogg and Martha Stewart allows us to connect with our consumers in a relevant and playful way while highlighting all the usage occasions and core benefits that set EZ Reach apart in the lighter category.”

The ad will air on Hulu, Roku, YouTube, Spotify, Pandora, Facebook, Instagram, Pinterest, Google and other social media channels. A second spot will air in 2022.

The BIC EZ Reach lighter launched in August 2020. As part of the new campaign, officially licensed Snoop Dogg- and Stewart-designed lighters will be available for purchase exclusively at Walmart starting in July before rolling out at additional retailers throughout the summer.

EZ Reach lighters are currently available in five designs: classic BIC colors, home décor, camouflage, Bohemian (exclusively at Walmart) and officially licensed Bob Marley lighters.

BIC, Shelton, Conn., makes stationary, lighters, shavers and more. Its products are sold in more than 160 countries. Marquee Brands, New York, is a global brand owner and marketer. It acquired the Martha Stewart brand in 2019.

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