BIC Lighter EZ Reach With Martha Stewart, Snoop Dogg, Willie Nelson

Legendary Trio Unites: Willie Nelson Joins Snoop Dogg and Martha Stewart in BIC's 'Most Borrowed Lighter' Campaign

SHELTON, Conn., September 15, 2023 — BIC, a global leader in stationery, lighters, and shavers, is thrilled to announce the latest addition to its iconic BIC® EZ Reach® advertising campaign. Music legend Willie Nelson joins entertainment powerhouse Snoop Dogg and lifestyle guru Martha Stewart in this viral campaign, now in its third year. The campaign's latest installment, titled "Most Borrowed Lighter," celebrates the EZ Reach lighter's unique 1.45-inch extended wand, designed to make lighting hard-to-reach places a breeze. This innovation is driven by a simple yet powerful consumer insight: EZ Reach lighters are so indispensable that they often get "borrowed" by friends and family for their own lighting needs.

The "Most Borrowed Lighter" campaign is set to premiere this month across streaming TV networks, social media platforms, and digital content hubs. The creative agency behind this engaging campaign is Doner CX, with media support from Merkley+Partners and talent coordination by Gamma Communications.

Katty Pien, Vice President of Marketing for BIC North America, remarked, "Consumers have embraced the whimsy of this campaign and appreciate how BIC EZ Reach lighters effortlessly handle tasks like lighting candles and more, all while keeping fingers away from flames. By adding Willie Nelson to this playful mix with Snoop and Martha, we aim to expand the campaign's appeal and welcome Willie's fans to join in the fun."

This ad is just the beginning of BIC EZ Reach's collaboration with Willie, Snoop, and Martha, which will continue throughout 2023. 

In the "Most Borrowed Lighter" spot, Willie Nelson uses a BIC EZ Reach to ignite a candle just as he receives an unexpected video call from Snoop Dogg, who has misplaced his beloved EZ Reach lighter. Martha Stewart also joins the call, reporting her missing scented candle. While Willie initially denies any involvement, it quickly becomes evident that he's "borrowed" their lighters. With a mischievous chuckle, he proceeds to light a candle with his "favorite herb scent." The ad is accessible on popular platforms such as YouTube, Facebook, Instagram, TikTok, and Pinterest, and it will be shared on Willie, Snoop, and Martha's own social channels. This ad is just the beginning of BIC EZ Reach's collaboration with Willie, Snoop, and Martha, which will continue throughout 2023.

As Willie Nelson puts it, "The BIC EZ Reach lighter's unique design simplifies lighting those hard-to-reach spots, whether it's a candle or something else. I'm excited to partner with BIC and my friends Martha and Snoop to showcase the many versatile uses of the BIC EZ Reach lighter."

Martha Stewart adds, "Snoop and I have had a blast demonstrating the EZ Reach lighter's versatility, and we're thrilled to have Willie join in the fun."

And in the words of Snoop Dogg, "As someone who uses a lighter almost every day, I find the BIC EZ Reach to be safe and reliable, fo shizzle my nizzle. Our shared affection for this frequently borrowed household essential is just one of the many things that my best friend Martha, Willie, and I have in common."

For more details and to view the ad, please visit https://us.bic.com/en_us/bic-lighters/ez-reach.html.