BIC Rekindles Partnership With Martha Stewart, Snoop Dogg, Willie Nelson With 4/20 Marathon

For this year’s 4/20 campaign, BIC and its famous hosts slow things down across a series of content running longer than a Scorcese film.

The Shelton, CT-based lighter leaders are reuniting with the celebrity stoner trio of Martha Stewart, Snoop Dogg and Willie Nelson to celebrate the 4/20 occasion with a marathon of new content. 

“Each of the stars will appear as hosts for “Slow Burn Sessions,” 420 minutes of original content BIC is hosting on YouTube, BIC announced. The series will kick off on April 19 at 4:20 p.m. on BIC’s YouTube channel, and be available through April 22 at 12:00 a.m.

BIC described the series, which promotes its EZ Reach Lighter – the brand’s pocket-sized lighter with an extended wand to keep fingers away from the flame – as “three celebrity-led, mood-setting segments, each with their own flare.”



The company teased the series on its social channels on April 10, including an audio and video reel on Instagram featuring each celebrity partner, as well as “4/20” spelled out with BIC lighters, accompanied by text inviting viewers to tune in on 4/19. Nelson shared the reel from his own profile on the channel, and Stewart also shared a brand video on her TIkTok channel.

“It's been so fun to partner with my good friends at BIC to spread some holiday cheer ahead of 420. The BIC EZ Reach lighter is my tried and true pot accessory, fondue pot that is…," Stewart said in a statement.

The campaign follows the toasted trio teaming up for last year’s “BIC Lights Up America” activation, calling on viewers to help find Snoop’s lighter. That effort was the third iteration of the “Most Borrowed Lighter” campaign for BIC’s EZ Reach Lighter, as the company has increasingly made the high-minded holiday a marketing focus.

Following the viral success of that campaign, which racked up over six million YouTube views, BIC decided to go even bigger this year.

According to a brand representative, each session will show each of the stars’ “favorite ways to light up,” featuring footage across their partnership with BIC that includes Snoop sparking up a bowl of candles, Martha lighting up a fondue pot, and Willie lighting his “favorite herb-scented candle.” 

As added incentive to view the series, BIC is offering a limited-time discount, with a code in each of the sessions for 20% off EZ Reach lighters ordered on its website.

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