The ad is available on Hulu, Roku, YouTube, Spotify, Pandora, Facebook, Instagram, Pinterest, Google and other BIC social media channels. A second spot will be released in 2022.
"The BIC EZ Reach lighter offers a solution to the everyday problem of lighting those hard-to-reach places, whether you are lighting candles, entertaining guests outdoors, or adding a finishing touch to that special birthday cake," Stewart said. "I'm thrilled to partner with BIC to create my own line of beautifully designed and packaged EZ Reach lighters which bring function, innovation, inspiration and beauty into the home and onto the table."
As part of the campaign, officially licensed Snoop Dogg and Martha Stewart designed EZ Reach lighters will be available for purchase exclusively at Walmart beginning in July and will roll out to additional retailers throughout the summer.
"As someone who uses a lighter almost every day, having one that's reliable and safe to use is important, which is why I reach for my BIC EZ Reach whenever I need a lighter," Snoop Dogg said. "I love working with my friend Martha and we had a lot of fun showing off the many ways the BIC EZ Reach lighter truly is the ideal lighter for all lighting occasions."
EZ Reach lighters are currently available in five designs: classic BIC colors, home décor, camouflage, Bohemian (exclusively at Walmart) and officially licensed Bob Marley lighters.
BIC products are sold in more than 160 countries around the world and feature iconic brands such as BIC Kids, BIC Flex, BodyMark by BIC, Cello, Djeep, Lucky Stationery, Rocketbook, Soleil, Tipp-Ex, Us., and Wite-Out.
Marquee Brands, a global brand owner and marketer, is owned by investor funds managed by Neuberger Berman. In 2019, Marquee Brands acquired the Martha Stewart brand.