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Legal cannabis is poised to become a $30 billion industry in the U.S. this year, but federal policy still makes it challenging to market to cannabis users. BIC is using a bit of humor to do it indirectly through its latest EZ Reach lighter ad starring rapper and cannabis brand owner Snoop Dogg and lifestyle icon Martha Stewart.
The 30-second “Turkey” spot opens with Snoop Dogg walking through a thick cloud of smoke which turns out to be caused by Stewart smoking a turkey with the help of the EZ Reach lighter.
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