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If you know you know, and if you don’t, BIC will spell it out for you: Lighters like its EZ Reach model are tailor made for fireplaces, fondue pots, tiki torches and “more.” And by “more,” the brand means weed.
To drive home that unsubtle point, BIC has added country music icon Willie Nelson to a talent lineup in which Snoop Dogg and Martha Stewart have been starring since 2021, featuring in some of the most successful campaigns in the brand’s history.
In new work from agency Doner CX, Nelson appears as a good-natured kleptomaniac who has snatched a lighter from his pal Snoop and a candle from Martha.
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