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Stationery, lighter and disposable consumer goods manufacturer BIC has brought rapper Snoop Dogg together with American businesswoman Martha Stewart to promote its new BIC EZ Reach lighter.
The first spot, titled “Pass It,” was created by Doner CX, and will run across TV, music streamers, social media and digital content hubs starting May 4.
It features Snoop Dogg and Stewart lighting a candle while using the EZ Reach lighter. Snoop Dogg jokingly asks Stewart to share a bowl, but she pretends not to understand.
The partnership will extend into 2022.