• by Todd Wasserman , January 7, 2022

Martha Stewart and Snoop Dogg are one of the oddest pairings in show business. The two met in 2008, when Snoop appeared on Stewart’s show Martha and the two made mashed potatoes. 

While it seemed like the two had nothing in common, the bond between them appears to be real. "I love Martha, like, I love her for real," Snoop said. "She's the big sister I never had. Being able to correct me, to teach me, to show me how to be better, to give me something to aspire to be." 

Whatever chemistry the two have is on display in a new ad for Bic. “Yo, Martha! I didn’t know you was into this,” says Snoop waving away clouds of smoke. “You mean smoking a turkey?” Stewart asks innocently.

The dynamic continues as Snoop says that the Bic lighter would be great for lighting…”Candles?” Stewart asks.  

Snoop then suggests that they should use the lighter for their favorite activity, which is roasting marshmallows by the fire.  

This latest ad, from Doner CX, Detroit, comes after the campaign began in May 2021. So far, it has helped the EZ Reach lighter have a successful launch and helped Bic grow 5% year-over-year, according to IRI.

As a Bic poster explains, the lighter is perfect for candles…and more.