BIC EZ Reach, the lighter so useful to Snoop Dogg

As the world leader in stationery, lighters and shavers, BIC strives to bring simplicity and joy to everyday life. For over 75 years, the company has focused on providing essential, affordable, high-quality products to consumers around the world, continuing a tradition of excellence. Thanks to this unwavering commitment, today the BIC brand is one of the most widely recognized and registered worldwide. BIC products, including its famous lighters, are sold in over 160 countries, testifying to its international reach.

Among its range of products, The BIC EZ Reach lighter, launched in August 2020, is enjoying incredible success around the world. And who better than Snoop Dogg, THE blunt smoker par excellence, to promote THE essential product for lighting your joint?

Last April, the BIC brand launched an extensive advertising campaign across the United States, entitled "Most Borrowed Lighter", to promote this lighter, halfway between a pocket lighter and a gas lighter.

EZ Reach lighters are so useful that friends and family tend to "borrow" them for their own lighting needs. A public contest was held to help Snoop Dogg and Martha Stewart find their lighter, obviously "borrowed" by Willie Nelson, the other head of the cast.

The new campaign highlights the convenience of the BIC EA Reach lighter, designed to light anything while keeping fingers away from the flame. Snoop Dogg and Martha Stewart know the importance of owning a reliable lighter for lighting candles, barbecues or... Well, what can you light with the BIC EZ Reach lighter?

A barely concealed nod to 4/20 culture

In this new campaign, the brand leaves no room for doubt and makes numerous allusions to Snoop Dogg's preferences, targeting an audience of smokers... of cannabis!

First of all, the date chosen for the campaign launch: April 20, or 4/20 in the United States. Got the reference? Pronounced "Four-Twenty" in English, 420 is an expression used in the USA to refer to cannabis consumption.

BIC had a lot of fun with this campaign, going so far as to target U.S. cities favorable to the cultivation and possession of marijuana for its tour. These included Blunt in South Dakota, Stoneville in North Carolina, Weed in California and Reefer City.

Take a close look at this commercial. When Martha offers Snoop a bowl of strawberries, do you think he was expecting this type of... Bowl?

"As someone who uses a lighter almost every day, it's important to have one that's reliable and safe to use, which is why I use my BIC EZ Reach whenever I need a lighter," said Snoop Dogg.

The phenomenal success of the BIC EZ Reach lighter

The success of the BIC EZ Reach lighter is such that it has far outstripped comparable products on the market. It alone represents 5.5% market share in the pocket lighter segment (+ 1.5 points since the beginning of the year).

The BIC EZ Reach lighter is an innovative combination of the iconic pocket lighter and the Megalighter multi-purpose lighter. Its innovative design keeps fingers away from the flame, making it safe and easy to light even the most difficult-to-reach objects.

The BIC EZ Reach™ lighter features a 3.5 cm metal shaft that keeps fingers away from the flame. Whether you want to light candles, grill food on your barbecue or simply warm up by the fire, the BIC EZ Reach™ lighter is the perfect tool for any occasion.

Find it on our online store in its Bob Marley and Camouflage versions.