This is not how you get ‘lit,’ Willie Nelson. The country music icon gets busted by Snoop Dogg, and Martha Stewart in BIC EZ Reach Lighter’s commercial for the big game.

Willie borrows Snoop and Martha's EZ Reach lighter to light up his "favorite herb…scent" SHELTON, Conn., Jan. 17, 2023 /PRNewswire/ -- BIC, a world leader in stationery, lighters, and shavers ...

BIC (OTCPK:BICEY), a world leader in stationary, lighters, and shavers, is calling on consumers to help find entertainment superstar Snoop Dogg’s BIC EZ Reach Lighter which was “borrowed&rdquo ...

Bic, the company best known for ballpoint pens, razors, and lighters, has just revealed a collaboration that no one could have possibly had on their 2024 bingo cards. Its new Hold the Phone case ...

Dive Insight: Having previously launched “The Most Borrowed Lighter,” a wink-and-nudge campaign featuring Willie Nelson and Snoop Dogg, a 4/20 activation from BIC was likely in the cards from the ...

To celebrate the lighter's anniversary, BIC had "Cake Boss'" Buddy Valastro create a 5-foot-tall cake.

Willie borrows Snoop and Martha's EZ Reach lighter to light up his "favorite herb…scent" SHELTON, Conn., Jan. 17, 2023 /PRNewswire/ -- BIC, a world leader in stationery, lighters, and shavers ...