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By Audrey Kemp, LA Reporter

April 20, 2023 | 3 min read

Bic‘s latest campaign will award one lucky stoner sleuth who locates the ‘EZ Reach‘ Bic lighter with merchandise signed by Martha Stewart, Snoop Dogg and Willie Nelson.

In honor of the unofficial marijuana holiday 4/20, lighter and pen manufacturer Bic today released a star-studded campaign called ‘Bic Lights up America.‘

In the campaign, stoner icons Snoop Dogg and Willie Nelson are joined by homemaker and TV personality Martha Stewart. According to the campaign, Willie has left Snoop’s ‘EZ Reach‘ Bic lighter in one of the most remote, herb-friendly places in the country, but he is probably too stoned to remember where. It could be in Pottsville, Pennsylvania; Blunt, California; or even Weed, California.

The trio calls on consumers across the US to help find Snoop‘s EZ lighter, which Stewart needs to light her candles – and Snoop needs for sparking up something else on 4/20.

To participate in the activation, fans must visit the microsite between April 20 and April 30 and select the city in which they believe the lighter and billboard are. One lucky winner who spots Willie with the lighter will win exclusive merch signed by all three stars.

To assist in the search, Bic has placed two digital billboards: one in New York City’s Times Square and another in the lighter’s exact location.

The leading media agency on the campaign is M Booth, which worked alongside Doner CX and Merkley+Partners for additional advertising support. The campaign rolled out today on, as well as on the stars’ social channels. It marks an extension of the brand’s ongoing brand campaign, ‘The Most Borrowed Lighter.‘


Microsite, OOH: M Booth

Video, social media assets: Doner CX

Times Square billboard: Merkley + Partners

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