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BIC x Snoop and Martha Takeaways:
- BIC launched a cheeky camping-themed ad starring Snoop Dogg and Martha Stewart to promote its EZ Reach Lighter’s long wand design.
- The spot continues a multi-year campaign that includes cannabis-inspired dinners, fashion collabs, and unexpected product drops.
- BIC proves that celebrity marketing still drives real results with its strong social traction and rising sales.
BIC has once again enlisted rapper Snoop Dogg and TV personality Martha Stewart to promote its EZ Reach Lighter.
This time, the tandem stars in a cheeky camping spot made with creative agency Doner CX.
"Camping with BIC EZ Reach Lighters" features the unlikely duo relaxing by a campfire, luxuriously lighting candles in the woods.
"Breathe in the smell of the great outdoors," Martha tells us viewers.
In the middle of the serene setup, Snoop notices that the fire on one of their candles has gone out, and asks Martha to hand him the EZ Reach Lighter.
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He lights the candles, showing how the lighter's long wand keeps fingers away from the flame, no matter what you’re lighting.
Snoop then casually notes his love for the “recreational use of candles," closing the spot as the two resume their camp.
The campaign was shared across the pair’s social channels, continuing BIC’s strategy of using talent-driven content to reach audiences where they’re already scrolling.
“Camping” is the latest in a years-long streak of Snoop-and-Martha ads for the brand.
At the height of the Olympics, the two starred in a spot that sees Snoop reporting Martha's use of the EZ Reach in real-time like a sportscaster.
Overall, the partnership has been a standout case in celebrity marketing.
It has helped the lighter maker reach diverse, culturally dialed-in audiences without sacrificing brand clarity.
A Multi-Year Hit with Real Sales Impact
The BIC team doubling down on this duo's previous efforts is not without good reason, as the Snoop-Martha playbook has proven effective.
The brand has accumulated big numbers with past executions that include:
- “BIC EZ Reach Supper Club with SWED,” a 4/20-themed cannabis-forward dinner in L.A.
- Limited-edition drops like “Hold the Phone” lighter cases and “Best Buds” crossbody bags
In particular, the company experienced a 36.5% lift in EZ Reach dollar sales in the four weeks following the Supper Club campaign.
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Meanwhile, social sentiment sits at 90% positive, and the product has added 80% incremental sales to the lighter category since the campaign first launched in 2021.
Circana data also shows a 6.3% increase in BIC’s share of the non-refillable pocket lighter market.
All these stats are further proof that the company isn’t just chasing viral hits, but capturing consistent buyer interest.
Our Take: When Should You Stick With the Same Celebrities?
For me, this campaign’s strength lies in how self-aware it is.
Snoop and Martha feel familiar but still fresh, and BIC knows better than to overcomplicate the premise.
Sometimes, all you need are two iconic personalities in one unlikely duo.
This is one of the rare cases where long-running celebrity partnerships actually keeps getting better.
If the data says they’re still selling lighters, there’s no reason to change that.
In other news, Cointreau recently enlisted the help of actress Aubrey Plaza to promote a fake tequila brand.
These are the minds that helped turn brand platforms into cultural moments. Check out the top ad agencies in our directory:
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