BIC Welcomes Willie Nelson to “Most Borrowed Lighter” EZ Reach® Lighter Ad Campaign with Martha Stewart and Snoop Dogg

Willie borrows Snoop and Martha’s EZ Reach lighter to light up his “favorite herb…scent”

SHELTON, Conn., Jan. 17, 2023 /PRNewswire/ – BIC, the world’s leader in stationary, lighters and shavers welcomes music icon Willie Nelson To its legendary and viral BIC®EZ Reach® Advertisement featuring Snoop Dogg, lifestyle innovator and entertainment superstar Martha Stewart Marquee brands. Now in its third year, the campaign’s latest iteration, “Most Borrowed Lighter,” reinforces the pocket-sized lighter’s 1.45-inch extended wand that helps light hard-to-reach places and is inspired by a powerful consumer insight: EZ Reach lighters are so useful that friends and family tend to “borrow” them for their own lighting needs.

This month, the “Most Borrowed Lighter” campaign launches across streaming TV networks, social networking and digital content hubs. The creative agency is Doner CX, the media agency is Merkley+Partners and the talent agency is Gamma Communications.

“Consumers love this cheeky campaign and how BIC EZ Reach lights candles and “more” while helping to keep fingers away from flames,” said Katty PienVice President Marketing, BIC North America. “Inviting Willie and Martha to the playful dynamic will make the campaign more appealing.”

“Most Borrowed lighter” – :15 to :30 second spots

In “Most Borrowed Lighter,” Willie Nelson uses a BIC EZ Reach to light up a fat…candle just as he gets a surprise video call from Snoop who has misplaced his beloved EZ Reach lighter. Martha joins in the call to report her missing scented candle. Although Willie claims he didn’t see the items, it is clear that he “borrowed them” them from Martha and Snoop. Willie laughs mischievously and lights a candle with “favorite herbal scent” (-ed candles).  You can view the ad on YouTube, Facebook and Instagram. Willie, Snoop And MarthaFollow us on social media. The spot marks the beginning for the BIC EZ Reach partnership that Martha, Willie and Snoop have with BIC EZ Reach. This partnership will continue into 2023. Read more and see the ad here.

Refer to the previous campaign for more information:
BIC Partners With Ultimate Duo Snoop Dogg And Martha Stewart For EZ Reach® Lighter Ad Campaign

Three’s Company: Martha StewartSnoop Dog and Willie Nelson

“The BIC EZ Reach lighter is a unique design that helps light hard-to reach places, regardless of whether you’re lighting a candle or another item.” Willie Nelson. “It was a pleasure to partner with BIC, Martha and Snoop and show the many uses the BICEZ Reach lighter can be used for all lighting situations.”

“Snoop and me have had so much fun demonstrating how versatile the EZ Reach lighter is,” said Martha Stewart. “And we are thrilled that Willie has joined the fun.”

Snoop Dogg said, “As someone who uses a lighter almost daily, I find that the BIC EZ Reach has been safe and reliable, fo shizzle m nizzle my nizzle.” Martha, Willie, and I share a love for this household staple that is often borrowed.

About BIZ EZ Lighters

Launched in 2008, the BIC EZ Reach lighter. August 2020 It has been a huge success and outperformed other products in the market. EZ Reach lighters currently come in six styles: Classic BIC colors and Camouflage, Home Decor and Favorites Designs. Martha Stewart Designs, and Snoop Dogg Designs. These lighters can be purchased at major retailers both in-store and online. BIC.com.

BIC

BIC, a global leader in paper, lighters, and shavers brings simplicity and joy into everyday life. The Company has been providing essential products at an affordable price to customers all over the world for more than 75 years. BIC has grown to be a globally recognized brand through this unwavering commitment. Today, BIC products are sold in more than 160 countries around the world and feature iconic brands such as BIC Flex™, Soleil®, EZ Reach™, BodyMark™, Cello®, Djeep ®, Lucky ® Stationery, Rocketbook ®, Tipp-Ex®, Us.TM, Wite-Out®, Inkbox™ and more. BIC Net Sales reached $2.5 billion in 2021. 1,831.9 million euros. The Company is listed at Euronext Paris. It is part the SBF120, CAC Mid 60 and is well-respected for its commitment to sustainable education and development. CDP gave it an A Leadership score. You can find out more at www.CDP.com. about.bic.com Follow us on LinkedIn, Instagram, TwitterOr YouTube

Contact:
Taylor Gerard 
917-903-1583 
[email protected]

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SOURCE BIC