: ‘
BIC
may have invested more in associating itself with the 4/20 celebration than any other brand.
For the past several years, BIC has partnered with Snoop Dogg and Martha Stewart for memorable
campaigns promoting its lighters, centered around the celebrities and thinly veiled references to why it is they’re reaching for the product. Last year, the brand added country music legend, and
vocal cannabis enthusiast Willie Nelson to the mix to promote its EZ Reach Lighter, and brought him back for this year’s marathon “Slow Burn Sessions,” featuring 420 minutes of video
content on Bic’s YouTube channel.
CPG Insider caught up with BIC Lighters’ brand director to discuss BIC’s snowballing 4/20 campaigns and this year’s long-form approach.
This interview has been edited
slightly for length and clarity.
CPG Insider: BIC has made 4/20 a key marketing moment in recent years. Why has it become so important for the brand, and what goes into finding the
right approach to messaging?
Jeany Mui: The rise in importance of 4/20 to BIC Lighters’ brand marketing is directly tied to consumer sentiment and needs, as well as cultural
trendspotting. As 4/20 has grown in popularity nationally, we’ve identified an opportunity to position BIC EZ Reach Lighters as the perfect celebratory accessory. You can’t light up
without the right lighter, and BIC wants to be top of mind to consumers when they’re making those purchase decisions.
As for messaging, we always position ourselves as light-hearted and
playful to match the energy of our consumers, and the moment.
CPG Insider: It seems your activations around the holiday have grown in recent years – right? What led to the this
year’s focus on long-form content?
Mui: Correct. In recent years, we’ve ramped up 4/20 marketing efforts to reflect the growing mainstream excitement and dialogue
surrounding the holiday. When developing this year’s content, we focused on authentically bringing people together, which came to life most organically in longer form. BIC EZ Reach Lighters are
the perfect accessory for setting the mood and chilling with friends, so we partnered with our creative agencies, M Booth and Doner/DonerCX, to create four hours and 20 minutes of slow TV-style
content for viewers to enjoy during their 4/20 celebrations.
CPG Insider: Will the brand continue to work with the celebrity partners featured in the campaign going forward? What has helped
make the most of those partnerships?
Mui: Snoop Dogg, Martha Stewart, and Willie Nelson’s genuine enthusiasm for BIC EZ Reach Lighters has fostered this partnership to grow
organically year after year. We’ve been fortunate to collaborate with such a creative trio whose interests and expertise align with our brand, which makes the partnership effortless. Stay tuned
for more exciting herb-friendly campaigns to come!
CPG Insider: What can you share about BIC’s overall marketing strategy going forward?
Mui: BIC EZ Reach Lighters
have always leaned into relatable life moments to drive consumer engagement and buzz – whether consumers are looking to reenergize with an aromatherapy candle or gather with friends and family
around the grill. We’ll continue to listen to our consumers and pair their needs and interests with cultural trends so we can respond with creative, cheeky, and entertaining content.