BIC and Martha Stewart, Snoop Dogg, Willie Nelson


BIC, a world leader in stationery, lighters, and shavers, welcomes music icon Willie Nelson to its legendary and viral BIC EZ Reach advertising campaign featuring entertainment superstar Snoop Dogg and lifestyle innovator Martha Stewart with 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.

The "Most Borrowed Lighter" campaign debuts this month across streaming TV networks, social media and digital content hubs. The creative agency is Doner CX, the media agency is Merkley+Partners and the talent agency is Gamma Communications.

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 then joins the call to report that her scented candle is missing. While Willie denies seeing their items, it becomes clear that he "borrowed" them from Snoop and Martha. Willie is seen chuckling mischievously as he lights up a candle with his "favorite herb scent" (-ed candle).  The ad is available on YouTube, Facebook, Instagram, TikTok and Pinterest and will be shared on WillieSnoop and Martha's social channels. The spot is just the beginning of the BIC EZ Reach partnership with Willie, Snoop and Martha, which will continue throughout 2023. Learn more and watch the ad here.

Please see previous campaign below for reference:

BIC Partners With Ultimate Duo Snoop Dogg And Martha Stewart For EZ Reach® Lighter Ad Campaign

Partnership Opportunity:
Martha Stewart, Snoop Dogg, Willie Nelson /
April 2023
Promotional Elements:
In-Store / Retail
Media Elements:
Social Media
TV Spot
Created On:
Last Modified on:
Companies Involved

Were you involved in this partnership?

Click this button to tag yourself on this partnership.

I worked on this program

(add to your profile)

If you're having issues logging in, click here to contact us.

You have used of 5 free views remaining for the week...

...please or create a free profile to see more.