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January 25, 2023

Willie Nelson joins herbal hijinks to promote BIC lighter

PHOTO | CONTRIBUTED Willie Nelson, Martha Stewart and Snoop Dogg featured in BIC EZ Reach Lighter ad campaign.

Country music star Willie Nelson joins Martha Stewart and Snoop Dogg in a new ad campaign for BIC’s EZ Reach lighter, the company announced last week.

The Shelton-based company has run a campaign for the EZ Reach for three years on the theme of “most borrowed lighter,” due to the device’s 1.45-inch extended wand “that helps light hard-to-reach places,” BIC said in a statement. 

Agencies Doner CX, Merkley+Partners and Gamma Communications are spearheading the latest ad campaign, targeted at streaming TV networks, social media and digital content hubs.

BIC North America Vice President of Marketing Katty Pien said, “Consumers love this cheeky campaign and how BIC EZ Reach lights candles and ‘more’ while helping to keep fingers away from flames.”

Celebrity lifestyle duo Snoop Dogg and Martha Stewart have been promoting the lighter since the campaign’s launch. Nelson appears in the ads after taking an EZ Reach from Snoop to light up a candle with his “favorite herb scent” – which “he borrowed” from Stewart.

“Adding Willie into this playful dynamic with Snoop and Martha will expand the campaign's appeal by welcoming Willie's fans to join in the fun,” Pien said. 

BIC launched the EZ Reach lighter in August 2020 and now offers versions ranging from  camouflage to Martha Stewart and Snoop Dogg designs. 

Contact Liese Klein at

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