Martha Stewart and Snoop Dogg get lit for EZ Reach campaign
Felipe Favoretto: 'We've built on what’s worked and challenged ourselves to make the next campaign bigger, sharper, and more culturally relevant.'
BIC has rolled out its third consecutive Australia and New Zealand campaign for the EZ Reach Lighter, working with Media Words and The Reactor Group.
The campaign builds on learnings from previous years and combines out-of-home, digital, social, and influencer activity to keep the product front of mind.
Large-format and transit placements are paired with online and creator-led content that feeds into BIC’s organic channels.
Fronting the creative once again are Martha Stewart and Snoop Dogg, continuing a brand partnership that began in 2008 and has extended across multiple collaborations.
Elise Hedley-Dale, Media Words Founder and Media Director, said: “For this campaign, the creative was brand new, which meant ensuring it played in the right environments without sacrificing reach.
"The ‘Dinner date’ execution in particular tapped directly into their shared love of food and entertaining, bringing their dynamic to life in a way that felt both relatable and disruptive.”
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“Their genuine chemistry, mutual respect, and unexpected pairing make them the perfect ambassadors to show that BIC EZ Reach is fit for any occasion, whether you’re lighting candles like Martha or… other things, like Snoop.”
BIC Head of Marketing for Asia & Pacific, Felipe Favoretto, said: “Year three is about evolution. Each time we’ve partnered with Media Words and The Reactor Group, we’ve built on what’s worked and challenged ourselves to make the next campaign bigger, sharper, and more culturally relevant.
“And with Snoop in town for the AFL Grand Final, expect the campaign to land with even more buzz, bridging cultural moments on the ground in Melbourne with creative that’s already proven to capture global attention.”
Influencers are also positioning the lighter as a versatile household essential, creating content around themes like date nights, décor, and everyday hacks, while linking back to the OOH executions.
Creative direction is led by BIC’s global team, with The Reactor Group shaping the approach locally. The campaign is live and will run through to October 2025.
