BIC has enlisted Snoop Dogg and Martha Stewart to promote its BIC EZ Reach Lighters.
One of the spots opens with the rapper in a cloud of smoke, telling Martha he didn’t know she was into this. It turns out she is into smoking a turkey, which is simple with her BIC EZ Reach Lighter. Snoop Dogg mentions that this device is perfect for hard to reach places and it would also be good for lighting candles. He then suggests Martha to use this lighter for her favorite activity, which is eating marshmallows.
The commercial ends with the voiceover introducing the BIC EZ Reach as the Ulimate Lighter for candles, grills, and more. It is 100% safety tested and helps keep fingers away from flame.
According to the brand, the new officially licensed Snoop Dogg and Martha Stewart designed EZ Reach lighters draw inspiration from Snoop, an American entertainment legend, and lifestyle innovator, Martha’s, homes in the country, the farm and at the beach.
“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,” Mary Fox, General Manager of BIC North America, said in a press statement. “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. This is an exciting next step for the BIC EZ Reach Lighter, which has received rave reviews from consumers looking for a lighter that lights hard-to-reach places!”.
Snoop Dogg is no stranger to advertising. He has starred in campaigns for several other brands, including Just Eat, SodaStream, and more.