Snoop Dogg, Martha Stewart Light Up with Bic at Walmart

a group of flyers on a table

Walmart received an exclusive launch window for a collection of Bic Ez Reach lighters designed by celebrities Snoop Dogg and Martha Stewart as part of the brand’s “Pass It” marketing campaign.

Snoop and Stewart are friends and frequent collaborators, and the campaign playfully draws attention to Stewart’s interior design chops and the rapper’s strong association with cannabis. Floorstands that began rolling out to the mass merchant in July positioned the lighter, which is designed to keep fingers away from flames, as “Perfect for candles and more!” The brand also receives merchandising space at each checkout register. The SKUs rolled out to other retailers throughout the summer.

Bic released a 30-second “Pass It” video on May 3 that shows Stewart using the lighter on a candle and a fondue pot while Snoop implies it can also be used for other forms of bowls. The ad appeared across YouTube, Hulu, Roku, Spotify and Pandora, and within Bic's Facebook, Instagram and Pinterest accounts. A second video will be released in 2022. Stewart and Snoop have also promoted the line on their own social media accounts.

Bic first launched its EZ Reach line in August 2020, giving Walmart an exclusive launch window before rolling it out to other retailers in the fall. The initial launch spanned five designs including a Bohemian style that remains exclusive to Walmart. 

“The new campaign featuring Snoop Dogg and Martha Stewart allows us to connect with our consumers in a relevant and playful way while highlighting all the usage occasions and core benefits that set EZ Reach apart in the lighter category,” Bic North America general manager Mary Fox said in a media release. “This is an exciting next step for the Bic Ez Reach Lighter, which has received rave reviews from consumers looking for a lighter that lights hard-to-reach places!”